They've announced pricing? Because I've seen nothing yet.
In any case, it's the OEM's driving this, because they'd still end up having to pay licensing fees on devices that ship with DVD playback capabilities. Even for something like a tablet with no internal drive that pretty much nobody was ever going to try and watch a DVD on, which is daft.
Heck, there are ATMs and those pub gaming machines in existence right now that have to have DVD playback licenses because they're built on Windows. If you don't see the absurdity in that, I'm not sure what else could ever persuade you.