Blu-Ray on a 360 will never happen, Sony wouldn't want to give away their only advantage the PS3 has left to Microsoft.
Last couple of weeks, I've seen some TV adds for the PS3, but it's mostly Singstare and other lame stuff. It'd be in Sony's best interest if they'd push the PS3 more as the most affordable Blu-Ray player on the market that can ALSO play the latest generation of games. That's a strong selling point (same as the PS2 with DVD's) and I don't understand why Sony isn't exploiting that more.
Like someone else said, I wouldn't want a 360 for watching movies because it is too loud. Same reason why I don't use the PS2 anymore for watching DVD's.
When I'll get a new TV, I think I'll get myself one of those fairly cheap (€130 or something) DVD player with HDMI support. Then your DVD's can get upscaled to 1080p, which seems like a nice feature to me.
As for as Blu-Ray goes, I'm not really longing for it just yet, For me, watching DVD's hooked up with an RGB Scart is good enough
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