An interesting idea for selling DVDs

Warner Bros. has come up with an interesting idea for selling off their supply of Blu-Ray DVDs.  They will take your existing DVDs in trade for Blu-Ray DVDs in their catalog.  There are few exceptions to what they will take, and the trade requires a payment as well, but most of them are only $4.95:

Seems like an good way to improve a video collection (including getting rid of movies you don't want!).