Sony owns the Blu license. =If you make a Bluray player, Sony gets paid.
MSFT owns the HD license. =If you make a HD-DVD player, MSFT gets paid. (less)
There is no "standards choice" barrier to market for any of those mfg's. Cost of goods and cost of license are the big players. Those mfg's that want to carry a player will. Just look at the crap electronics that get made with old standards. (VHS, CD players-"now with mp3 w'hoo")
http://www.engadget.com/2006/07/28/eu-investigating-hd-dvd-blu-ray-licensing-terms/
So, yeah, as soon as "one standard wins" (which I don't believe will happen) that standard can charge more for the licensing. --monopoly.