Sherlock Holmes Blockbuster Rental Aspect Ratio

[Uberfy]

I just rented Sherlock Holmes from Blockbuster, and immediately noticed the aspect ratio was playing at 1.78:1 even though the back cover states the aspect ratio is supposed to be 1.85:1. I checked all my settings, popped in other movies with 1.85:1, and Sherlock Holmes is definitely the wrong aspect ratio. I see no thin black bars at the top and bottom as I do with other 1.85:1 movies.

Is this a new technique for Blockbuster to "dumb down" their special copies of BD movies so the uninformed Blockbuster audience will see the movie in full screen with no black bars? The cover and the disc itself have "RENTAL" printed on them, so Blockbuster could have easily worked out a deal for the movie to be presented in the 1.78:1 aspect ratio too I suppose. Has anyone noticed this with other BD rentals from Blockbuster that have their special "RENTAL" label on them?

I searched the forum for a previous discussion on this and didn't see anything, sorry if it has already been covered.