I think it definitely stepped its foot into the door and soon will become the norm format for next gen.
Even if it does, that doesn't make add BluRay a smart move. As someone posted earlier, waiting a generation would have been a better idea.
And, as I pointed out earlier, DVD and BluRay sales have dropped. Not increased. Not held even. Dropped. That fits in with an earlier poster who commented that streaming video is undercutting both formats.