Who cares? Instead of doing ignorant things like this, they should be concerned about the total mediocrity of the content they are selling that lets people feel they can wait. There is nothing so compelling on DVD that I'll be lined up outside BB, waiting for the doors to open the day a movie is released on DVD. There are a few classic movies i.e. FMJ that I have on DVD, but I usually watch movies once or twice and that's it. I'd buy a whole lot more if they were 10 bucks instead of $25. For the money they charge for Blu Ray, I have to hold them to a very high standard.