The much hyped format war between Blu-ray and Toshiba's HD-DVD high definition digital video disc formats is all about which format can make itself most appealing to consumers. Unfortunately both formats have been a tough sell to consumers because so far it hasn't been clear which one will come out on top on the format war. It's generally agreed that only one format will come out on top, and with memories of the format war between Beta-max and VHS video tapes only about two decades old, many consumers are afraid of getting burned by investing in technology that will soon be obsolete