I honestly wish this were not the case. Nearly everything on iTunes seems more expensive than the Blu-ray version on day / week 1 release. To make it worse, the Blu-ray version will often come with the iTunes digital copy on a separate disk or with a code on the inside.

I love movies, but I don't buy many DVD disks nor did I ever, at 480x720 it just seemed not worth it. Blu-ray though I find that I'm more willing to purchase with the greatly improved quality.