The HD DVD camp does not have it easy these days. Saturn, one of the largest consumer electronics chains in Germany now offers a 150 Euro rebate (~$221) when you bring your old HD DVD player and buy a new Sony Blu-ray player.

So for instance if you buy the Sony BDP-S300 you pay 349 Euro instead of 499 Euro. If you compare prices you can already get the BDP-S300 for 380 Euro on German Internet shops, but Saturn also throws in 8 Blu-ray movies. This deal is nice, but more importantly is really bad PR for HD DVD.
From the exchange program only Xbox 360 HD DVD drives and PC HD DVD drives are excluded.
More details on Heise (German). See the PDF of the Saturn flyer here.

Toshiba will actually be running a HD DVD player ad at the Super Bowl. This is maybe the last hurray before HD DVD disappears.