I imagine you can put whatever you want on a DVD or Blu-ray case but it's probably cheaper to go with the 'official' case with the Blu-ray logo which will be partly supplied to the distributor in order to keep the Blu-ray logo in the public consciousness. I think what Shameless are doing is a real piece of marketing genius as those who like the yellow cases that they've bought DVDs in will see that and think "Wow, a Shameless Blu-ray -- I'll have to buy that" whereas those who haven't yet bought a Shameless release will be drawn to the yellow box in amongst all the blue and black ones.
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