Best Buy has offered the first sub-$100 Blu-ay player when factoring in bundled coupons. The Insignia NS-BRDVD is about as basic as you can get, but nonetheless, it is the cheapest Blu-ray player on U.S. retail shelves.

The NS-BRDVD is offered for $199.99, but comes with a $100 coupon book for Blu-ray movies. And since you will have to buy Blu-ray movies for this new player anyway, some may actually consider it a useful promotion and accept Best Buy’s message, that this player, in effect, actually costs just $99.99.

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