Near HD conversion for DVDs

Toshiba lost out on the high density video recording war to BlueRay. But they have now announced a device that up converts standard DVD to HD resolution of up to 1080p. This would not be quite like HD video recorded on a media that can store it(like Blue Ray for example) but is an improvement on the standard definition DVDs. Standard definition being 480i/p resolution. The device should do well considering the Blue Ray take over of the worls is going to take tiime and until the time HD recorded media are universally available this transition product should do well. At $150 it is cheap enough to tempt people and give their collected SD DVDs a second lease of life!