Fight the crowds for a noname cheapo brand which will be out of service in 6 months? No thanks, I will spend a little more elsewhere.
Wal Mart does this every year. Several years back when DVD players were still a little pricey they offered one for about $29. Everyone I knew who got one said it was non functioning within 3 months.
Toshiba is hardly no name, and I doubt they will risk their name by letting WalMart push mass quantities of low grade units. Toshiba has a vested interest in the HD format prevailing over blu-Ray. That won't happen if they sell crap units.