Wal-Mart plans to break the consumer sweet spot under-$300 price point barrier on Blu-ray players this month, according to a report on Pocket-lint.co.uk.

Traditionally, consumer products really start to take off when they drop under the $300 level (at l ast when the overall economy is sound).

Wal-Mart will sell a Profile 1.1 Funai player under the Magnavox brand with picture-in-picture functionality.

Not to far behind, Best Buy is expected to offer the player under the Insignia brand for $350 or so beginning next month.