Sounds a great idea!
I haven't got the DVDs yet (still on order from HMV), do the covers have new spines as well, I mean, without the logo that carries across each DVD? If this is the case I think it would encourage more people to "pick n mix" and not get upset over uneven spines on their shelves...!!
Might also be an idea to put together new covers for the first 4 or 5 releases and sell them for a few quid via the website!