Blu-Ray or HD DVD?

I’m not in the market for a player yet but watching this format battle seems like a repeat viewing of the VHS/Beta war. Seems the New York Times isn't sure either as today it says;

Did Warner Brothers Just Kill HD DVD? – New York Times Blog

but only a few days ago it seemed nobody was winning;

In the DVD War Over High Definition, Most Buyers Are Sitting It Out - New York Times

What if nobody wins the high-definition DVD format wars?

 It seems EngadgetHD know why: 

The real reason why Warner went blu? - Engadget HD

I hope the formats don’t go the way of DAT in the consumer market. It format was great for professionals, and recording enthusiasts, but for most it was a brilliant solution to a problem nobody really had. Given the number of DVD’s I’ve seen connected to composite inputs, or worse RF!, you wonder if image quality is really a priority for many. I suspect if you ask most consumers they wouldn’t know, or care, which format is better and the balance will be tipped by content.

Technical superiority didn’t help Beta in the battle with VHS but I hope this is one race Sony do win.