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Having Michael Bay endorsing your disc medium should be seen as a liability.
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No more a liability than a money maker. Good ol Joe Six Pack thinks his movies are awesome. The dude sure can direct action sequences better than anyone I've seen. I watch his movies because they are fun and an escape from reality. In reality, aren't movies supposed to do that? I don't know, ask David Lynch. His movies are certainly an escape from reality, but they are far from fun to watch.
In the end, I think Paramount's decision to go neutral was stupid on their part, not to mention it confuses the hell out of people. In a perfect world, every studio would be neutral, and the deciding factor on who wins the format war would be the consumer. I support both, but I lean slightly more towards Bluray because they have more movies that I enjoy. HDDVD playback issues are a thing of the past thanks to my 360 add-on. Take that to the bank, MadBryan.
-Brad