I've come across this a couple of times so far and just like we have the option of choosing a title with the same UPC by locality, I'm wondering if the same can be done for a title on Blu-ray and DVD that also have the same UPC.

So when you type in the UPC, it would come up as something like:

The Girl Who Played with Fire [Media Type: Blu-ray]
The Girl Who Played with Fire [Media Type: DVD]

This would be the better course than just first come first served IMO.