I just got back from Costco where I got Blue Harvest for $12.99 after the $10 instant discount. 

This image sums it all up:

No iTunes exclusive - these kinds of digital copies have been made available for WMP users for years (WMV-HD anyone?) The difference is in how it gets perceived reported by the press who are covering Apple.

Don't get me wrong- I'm glad to have both.  But this is a parity play by Fox.