http://en.wikipedia.org/wiki/Holographic_Versatile_Disc
Even Sony believes that BR is a poor standard, based on their moves towards HVD. It's just a profitable standard because the uninformed will buy what's pushed on them. HVD was ready to go when the decision to push BR was made, and the next switch will be just another way to make you buy the same movie for the Nth time once they decide to make it a standard. Enjoy your just-better-than-beta format, cause it won't live long and you'll be lucky if your investment in the format is still usable (let alone considered high-quality) in five years.
Keep in mind that blu-ray can't handle anything beyond 3D/1080p/24fps at the very best, and people are starting to think they should have that at the very least if the rest of their set-up facilitates that. HVD could and would destroy that and wasn't adopted when it could have been, and that's contrary to tech adoption. In the past, when things like DVD and VHS were adopted it was because they could do things beyond what were expected of them, not things that were promised to be obsolete in the next couple of years.
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"Principally I hate and detest the animal called man, although I heartily love John, Peter, Thomas and so forth" - Jonathan Swift
BT with the victory!