Wal-Mart has brought its huge retail muscle into the DTV conversion game set to happen in Feb. 2009 by unveiling at its 3,400 stores a converter. The price you ask? After the $40 digital converter box coupon you can get from the government, the cost is a mere $9.87.

That is right - just under $10 (converter box prices at $49.87 without). That is a slap in the price face of Best Buy, which is selling its boxes for around $20 with the coupon. Wal-Mart is pimping a box done up by Magnavox for its offering, whereas Best Buy is going with its private label brand.