De Ja Vu all over again

So will these rumors and denials ever stop:

“No. Lite-On is not manufacturing Blu-ray drives for Xbox 360. As we have stated, games are what are driving consumers to purchase game consoles and we remain focused on providing the largest library of blockbuster game available.

“For our customers who want a premium movie experience we offer the largest library of on-demand HD content available and the ability to play back DVDs in high definition.“

MS is saying that we ought to be happy with 720p via Xbox Live.