This honestly reads like industry-sponsored hooey.
Because I know for a fact that this is false:
"consumers have embraced UltraViolet’s flexibility and value of ownership". Consumers have mostly rejected UltraViolet, and numerous articles have been written to that effect in the past 6 months.
And when one thing is wrong, you have to question the validity of the entire document.
One trick being implemented is availability. Blu-ray versions may sell instead of DVDs, in cases where the extras (uncut version, interviews, extra episodes, whatever) are not available on the DVD editions. For example, the main reason I now own a Blu-ray player at home is because of releases like the Smurfs movie and the Back to the Future trilogy, where the really nifty extras were only available on Blu-ray. So my hand was forced, as opposed to DVD vs Blu-ray was an actual choice.