I don't think they are price fixing or anything like that, just that at the moment the parts cost is still rather high, and the end price is determined by that.
IIRC what helped DVD hardware prices fall was when the cost of the lasers and digital to analogue chips dropped (for a long time the lasers were expensive, and there was a massive shortage of DA converters which kept even the price of a dvd drive very high*, when you could get one), and the "all in one" decoding chips started to become available in bulk and cheap (so rather than 10 or more IC's doing parts of the job, they could use one or two).
That meant that they could be bought into supermarkets, some of whom were selling them at a loss to get people into the store, and to get people to start buying dvd's.
Blu-ray at the moment is using lasers that are expensive to make, and in short supply (compared to dvd lasers

), and the decoding hardware is still expensive, and in multiple parts (I don't think there is a single chip decoder/output chip for blu-ray decoding etc).
*I think at the time there were only two or three suppliers worldwide of a certain type, that were used in dvd devices and mobile phones, and it took about a year or more for them to get the supply up (i believe most of the available parts were going into digital mobile phones at the time)