What a bunch of greedy jerks.
It's just a ploy to get people to rush and buy the dvd/BR now, because they know that with an ultimate edition set coming out people are more likely to just wait until that is released rather than buy the movies now and then have to shell out more money for the ultimate.

The dvds/BR are going to be rare my butt *rolls eyes*. There are millions of copies available of each movie, they will never be "rare" or unobtainable.