This reminds me of an old joke:
Question: What is the fastest way to empty a crowded Men's room?
Answer: Walk up to a urinal and comment to the gentleman standing next to you, in a loud voice: "Gosh, I've never seen one that big before!"
This is just an exercise in trying to prove who has the "biggest one," IMHO.
Ibiquity, the company that's trying to make a go of HD Radio tried a similar program about a year ago that was a huge flop: They offered to buy back any analog FM tuner from you and give you the money to buy a new HD Radio. Problem was, they were offering less than 50% of the average eBay sale price for the identical item, and they only included a small number of stereo and A/V receivers in their aborted plan. And when I accessed their on-line program, it was not accepting ANY FM-only tuners - It was only accepting stereo and A/V receivers, and only ones that were just one or two years old.
Sony may get some bites on this program in Germany, but if Blue-Ray is ultimately going to be a commercial success, people have to buy it because they really want it, not because they are offered a temporary price reduction to give it a try.
No company has ever "bought" a market and made their product a success.
Companies do not determine if a new technology is successful: The consumers who choose to use and adapt a new technology are the final arbiters of that technology's success or failure.
I still think Steven Jobs is going to win this marketplace battle. As always, YMMV, of course.