Summary: Own mine now for about a year. No problems and picture is awesome! Viewing on a 1080p Panasonic set. I did update the firmware a few months ago and it helped with loading some BD's. Note that some BD disc will be better quality than others. Not the players fault, just the way they compressed the videos.
Summary: The Panasonic DMP-BD10A is a high quality Blu-Ray player. Start up times (once the power button is hit to time disk tray will come out)are as fast as my upconvert DVD player...Much faster than the Sony BDP-S300 I use to own. Also the play times (time from when disk is put into player and see disk contents on the TV) are also just as fast as my upconvert DVD player. Picture quality is out of this world! Cannot comment on audio since I'm still using the speakers on my LCD.
Summary: After researching the sony and sharp, the Panasonic start from load is less than 30 seconds, haven't required an update as of yet, Everything works wonderfully.
Also own the first generation Toshibs HD DVD player, but now unfortunately, even though the insane load time, HD DVD looks like it has bitten the dust. Asked Toshiba what they plan to do for existing purchasers, with no surpirse, no response to my email.