"Disc Cannot Be Played... Please Check The Disc"?

El-cheapo Panasonic.

Tried two discs. Same message.

Put both discs in another player (similar make/model), they played no problem.

Pulled the cover off, blew some air on the little laser thingie, then wiped it
with a photographic lens cleaner.

Put it back together.... no-go.

I'm guessing this thing is toast.

Or is there some other simple procedure that I could try myself?
--
PeteCresswell