Download-to-own DVDs - how much?

Anyone in the UK has probably seen the adverts for online DVD rental service, LOVEFiLM recently. I saw an ad on a website pointing out that you can also rent console games, which could be cool at the right price (with the online rental services not time-limiting you) so started having a look at the site. Browsing around I noticed the download-to-own option so checked it out. There's a mix of straight downloads and those accompanied with a proper DVD copy. Except that the 'proper' DVD copy isn't - you get the film in a LOVEFiLM envelope with none of the original packaging and (more importantly) none of the bonus features on the disc. Basically, you're getting the film and nothing else, just the bonus of being able to download it while you wait for the physical copy to arrive so you can watch it the same day you order. The downloading and watching straight away is cool, but with the physical copy not actually being the full retail release, you'd (or at least I would) still expect it to be a cheaper option than buying the full retail DVD. So Shaun of the Dead for