Looks like the Movie industry finally wised up to a few things. One of the first is that people do not want to spend $30+ on a movie regardless of the resolution.
In an article over at PCworld they take a look at the new trend in BluRay pricing. It seems that now your high end titles are around $20 with many titles being offered at just $10.
This is great news and coupled with the sub $200 BluRay players that have hit the market will open up BluRay Hi-Def to more consumers than ever.
I also have to wonder if this move is also not to help combat the rising rate of Pirated BluRay titles some can be found in full 1080p. Lowering the prices could help turn people away from getting their favorite movie in this method.