Toshiba as you know lost the HD DVD format war and had to bury their HD-DVD format and leave the field to Sony's Blu-ray.
Today Toshiba announced a new DVD player technology dubbed XDE. XDE takes according to Toshiba the DVD picture quality to a whole new level. In addition to providing upconversion from 480i/p up to 1080p, XDE offers user selectable picture enhancement modes that allow for greater detail, more vivid colors and stronger contrast that bring standard DVD quality closer to the HD experience.
This is a nice try by Toshiba to reduce the value of Blu-ray by improving the DVD picture quality.
Toshiba says XDE will be featured in the new Toshiba XD-E500 DVD player that sells for $149.99 starting this month. Amazon.com ships already the XD-E500 but for the higher price of $179.99.

The XD-E500 1080p/24fps Upconverting DVD player features besides XDE, HDMI-CEC, DivX certification, JPEG capability, MP3 and WMA playback in a slim, high-gloss design.
Via the Toshiba site.