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HD-DVD Promotion: Customer Service or Legal Precaution?

On Saturday I found a surprise in the mail, a box containing five HD-DVDs. When I bought the HD-DVD accessory for the Xbox 360 in December, it came with a coupon to mail away for free films. I sent it out early in January and promptly forgot about it. When the format was sent to its death in February I had briefly wondered what would happen to that promotion.

On Saturday I found a surprise in the mail, a box containing five HD-DVDs. When I bought the HD-DVD accessory for the Xbox 360 in December, it came with a coupon to mail away for free films. I sent it out early in January and promptly forgot about it. When the format was sent to its death in February I had briefly wondered what would happen to that promotion.

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And here we are two months later. I am impressed that Toshiba and the other companies in the HD-DVD consortium continue to support HD-DVD owners and paid the expense to mail out hundreds of thousands of discs. Toshiba has stated that the company has lost over $600 million on HD-DVD and this is where a bit of that money went. I think honoring the promotion instills good will in a segment of consumers that got the short end of the stick.

Of course, one can look at my unexpected box of discs with a cynical view. The consortium is just giving away obsolete trash that couldn’t be sold anyway. And honoring the promotion is cheaper than dealing with a potential class action lawsuit. I personally feel that this viewpoint was part of the decision to continue supporting the promotion, but I also want to believe that doing right by customers was the primary objective.

What is your opinion on this support of a dead technology?

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About the author

His work has also been published by Kill Screen, Tom's Guide, Tech Times, MTV Geek, GameSpot, Gamasutra, Laptop Mag, Co.Create, and Co.Labs. Focusing on the creativity and business of gaming, he is always up for a good interview or an intriguing feature.

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