That's a very good question and I imagine the answer is a little of both, with lower profit margins for Blu-ray releases to increase sales and increase awareness of the format.
You can buy BDs for less than a fiver, so I guess only the distributors really know how much the dealer listing price should be to enable them to recoup the costs of buying the rights, getting the HD encoding, authoring the discs, printing them and printing the sleeves, inserts, booklets etc.
I may be completely wrong though as I really have no idea!
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