With the death of HD DVD, a lot of early adopters felt betrayed by Toshiba and its vendor partners for giving up on the format, and just consequently they might feel they wasted a chunk of money in a technology that barely lasted enough to make it worthwhile. Circuit City is now trying to improve PR a bit offering a trade-in program to its customers.

Circuit City is extending its usual 30-day return policy to 90 days for customers who purchased HD DVD players, in exchange they can get store credit good for a Blu-ray replacement (The policy doesn't apply to HD DVD movie discs). Although the word has rapidly spread on the web, the retailer doesn't plan to promote the trade-in, so customers will have to prompt the store for them to take action. Regardless, it sets a good example for any other former HD DVD vendor and is a spark of hope to the early adopters.