Sony officially announces $600 BDP-S300 Blu-ray player {Engadget HD}

Feb 28th 2007 3:31PM "that employs x.v.Color (Sony's version of the wide color space xvYCC technology)"

(ie: Another Sony standard)

It's not sony's version of xvYCC color. It's Sony's marketing name for xvYCC color. In every respect it is totally standard as part of hdmi 1.3 and xvYCC color specs