I bought one (a non-PC one) a couple of weeks back - yeah, I know I'm no longer politically correct.
Anyway, I live in Australia, which is in the Region 4 encoding area, so we can't play US release DVDs, unless you get a Multi-Region player.
In a lot of the shops, they have on the list of features "Multi-Region" as one of the selling points (usually on the non-major brands).
I ended up buying a Toshiba, which isn't Multi-region from a major department store. I asked the assistant "Is this multi-region", and she didn't even blink. She told me "No, but it only costs $50 to chip it, and most of the Sony Players cost $150+ to chip". She even told me a place where I could get it done.
The multi-region thing is pretty much ignored as far as I can tell. The discs are still encoded, but stores here sell both US and Region 1 discs, and the main selling point seems to be availability (US disks come out sooner) vs extra features (Region 4 disks sometime have more extra-scenes and sometime the sound is better).