Formatwarcentral reports that it seems that a second Chinese Blu-ray player is in the works. They confirmed that Gowell Blu-ray player is not the one that was demonstrated at CES by invitation only.
The Gowell player also has a wide feature set including HDMI 1.3, Ethernet, BDR/RE support, SD/MS card slots, TrueHD and DTS HD decoding, etc. However some of the specs like the SATA support kind of imply that they might have a reference platform and will build for others to brand the player.
In any case, it is great to see new, potentially inexpensive players on the horizon