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If I remember correctly, Disney started the bundles. At the time it made sense - most people didn't own a Blu-ray player yet, so you could buy the bundle and build a little bit of a collection so that when you did upgrade a device you already had some material. Also, homes with multiple players (but only the main TV had a Blu-ray player connected) had copies for the DVD players too.
Personally, I like the bundles as DVDs are simpler to rip for viewing on a mobile device. I like having both the DVD for ripping and the Blu-ray for viewing on the TV.
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