If one of the biggest films of the year hits blu-ray, and your company is going to promote the heck out of it? And you want people’s dollars? It is a good idea to order a lot of copies of each version. Especially if you advertized a product that does not exist, make sure the replacement deal you offer actually has a chance to be purchased. Maybe order a bit more than you normally would. It is a good idea and the first rule of Boyscouts. Then I would not have to go to your competition and price match.
On the other hand, as a customer, I could whine a little less about it.