Sony's BDP-S300 Blu-ray Disc Player reaches mass market price

It seems that high-definition, 1080p viewing has well and truly entered the mainstream - at least when it comes to the players themselves. Our question is this: if you can pick-up a Sony BDP-S300 for under USD$250, why does it still cost $40 for a movie to feed it with?

At this level the price of content is still way too high, especially in times of broadband access (and economic turmoil) when Blu-ray rips in 720p resolution are being widely circulated all over the peer-to-peer networks at 4GB a go.