Actually I believe Sony may be the bigger looser of the two. With AppleTV and other HD (and near HD download services) on the way it won't matter for long. They were just arranging lawn chairs on the Titanic in the end.
Who wants to go to a store or wait for Netflix for a disk you can lose, damage, have to organize, pack, etc when we are on the verge of HD download services and 1TB optical drives to store them on when and if you want to.
Sony lost a LOT of money putting BlueRay on PS3 (which they lose money every time someone buys one). People are not going to replace their collection like they did from vinyl to CD or VHS to DVD. Sony bought the victory but in the end Toshiba has better opportunities and this is all temporary.
Our kids will ask us "dad do you remember when you used to have to buy movies and software on small disks?". We will wonder how we ever got through these dark tech times!