I believe it's a first for BR.
I would expect it to become standard over time, as DVD has been doing the same thing for years now. Superbad and Spiderman 3 could have really used this kind of thing, as currently the only options are the two disc expensive sets (although Spiderman 3 isn't badly price when you buy the trilogy, but for someone that just wants SM3, that isn't really an option).
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