If you want to go back to the launch, we'll take a look at the initial price breakdown. Let's assume Sony could source a dvd drive at the same price as the 360.
If we take the lowest estimated cost for the bluray drive, the PS3 would have cost $24 more then the $360, but would have come with built in wireless. At the highest prices for CPU and drive, it still would have been $200 more then the 360.
So yeah, they pretty much shot themselves in the foot with the bluray. The other problem is that the CELL was 50% more expensive with no real benefits. And that's not including the R&D costs.