Yeah.
I did actually google it and have been trying to work it out since I started getting the Ultra-Violet digital copies.
So, yesterday, I tried unblock-us - didn't work.
I signed up for 1 month for a VPN and set my location to the USA. After I did this, I could create a Sony account and create an Ultra-blue account - only had to enter a fake US zip code. (90210 anyone?)
Then I was able to redeem a code I had received on a Blu-ray.
However - this is absolutely USELESS.
I can download an inferior copy of a movie (around 1gb) and then ONLY play it on my PC - If I want to watch a movie at home, I will watch the disc on my Oppo thanks anyway.
It's 'compatible' with iPad meanint I can stream the movie to my iPad from the 'cloud' provided I am connected to the US VPN which I can't do. There is no way I can load a conventional movie into iTunes like I have done with digital copies in the past.
They are really screwing us with this.
Additionally I have heard that the studios want to use this type of delivery system into the future instead of supplying any discs.