Blu-ray is generally more expensive than DVD though, even though some people try to insist it isn't. A quick scan of the Amazon top 20 will prove the point.
I'm still pretty underwhelmed by Blu-ray, to be honest. The difference on a standard living room setup, when you're sitting maybe seven feet from the TV, just isn't that amazing. This is my experience, of course, on a 40" Sony Bravia W series TV.
Part of the problem with watching films, of course, is that you lose so much of the screen to black bars. Taking that into account, I think you either need to sit closer or have a much bigger screen to really see the effects of Blu-ray.