I am an avid listener to Clark Howard, consumer advocate on Atlanta radio/TV. About a year ago, he said that all DVD players use the same optic device and one plays as well as any other brand. The only difference is the options that come on the unit, i.e., multiple disc magazines, etc.
Based on this, I purchased an APEX brand at Circuit City for about $99. A few weeks later, I was discusing Home Theatres with one of the sr. sale people at Radio Shack. He told me that APEX was actually the original manufacturer of DVD players and had developed the technology.
I had never heard of APEX before I went to Circuit City and found out that was the brand they had on sale. I have been satisfied with the unit I purchased and plan to buy another for our master bedroom.
I understand that a couple of manufacturer's are planning to introduce "blue" laser DVD players that will be able to store many times the 4+ gigabites of info that current "red" laser units can. It has to do with the difference in the frequency of light (red light is slower than blue and takes more disc space to store the longer optic media). Some units will play both but so far, they haven't been able to come to an industry standard, so who knows how long it will be before those units make it to the stores.