Picture quality is very important, especially as a selling tool in store (look at the difference between this regular TV and this HDTV). While there are no groundbreaking improvements on this format (like no rewind, chapters, hidden menues that DVD brought to the table), they HAVE made large strides to fix problems that have poped up with DVD formats. java-based interactive menus, for example, that don\'t halt movie playback would be one obvious example that BR brings to the table, besides better codecs, colors, and sound.