I've heard that most Blu-Ray players are region-free for DVDs. So, what, does Hollywood just not care any more, or was it too much effort to implement? Or perhaps it was too difficult to explain different regions for different discs, so they just hope you won't notice. The last possibility I can think of is that this is intended to be an incentive for people to upgrade to Blu-Ray, but it fails at that because there are region-free DVD players too.
Mokalus of Borg
PS - They've never used "actually does what you want" as a selling point before, though.
PPS - Blu-Ray prices are coming down. That's probably going to be where they start selling better.