Either people are exaggerating about the current time, or their internet connection is slow, or I just got lucky. I strongly suspect it's a combination of the first two. Since my TV is too far from my router to update the firmware over Ethernet, I decided to download the firmware ISO file and burn it onto a CD-RW. HDD (that way I can use the same HDD next time instead of wasting a great 700MB CD-R). After I inserted the disc and started the firmware update process, it took exactly 10 minutes. I calculated the time. The ad went through the "1/4, 2/4, 3/4, 4/4" process and that was it. I suspect the reason it shows up to 40 steps and takes 30 minutes for some people is because they update over ethernet which means you have to download the firmware file first and THEN install it. In my opinion, it's much more stable to just download the ISO file to your host computer and burn it to a disc. As long as the ISO file is downloaded and properly burned to the hard drive, it will run quickly and smoothly on your HD-A3. Even though I have fast and reliable internet service (FiOS), the player could be permanently damaged if the connection is lost or my wife accidentally turns off the router in the house. Unlikely, but why take the risk when the alternative is so easy? Remember folks, these players are more like PCs than standard DVD players. This reality may irk some and is likely to change with future models, but for now you'll have to live with it. Personally, I'm happy with any HD player because I didn't expect to be in the game until next summer. Recent price drops and promotions have made this an easy task. Even though this model will be obsolete in 6 months, I have a backup HD DVD player and a solid upconverted DVD player. But since my 1080p Aquos TV can properly deinterlace a 1080i signal to display on a 1080p display, I don't see why this pup shouldn't last long. I say if you can get it for under $200 and with at least 7 free drives, jump on it.
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