Yes, but from disney's standpoint. Look at this board...
If it was a multiple use, then we would only need 1 person on the entire dis board to buy a copy. no one else would "have to" buy it if they didnt want the movie. Well, that goes against the whole concept of marketing. If you put something inside that people desire, that they can also get for free on the internet will they buy the movie? probably not, and surely not as many copies will be sold if it is a multi use code. How many people bought the vmk marked cereal after the codes were all over the internet? How many of you (myself included) have never even SPOTTED a vmk cereal box in the supermarket, let alone bought one? Did they mess up with the cereal codes? absolutley. So maybe we will get lucky again.
But that said, i am with you. it stinks for households with multiple vmk players. But if that is how they do it, i still have the choice to buy more codes or not. but with two kids, i will get at least 2 sets. If i can get 4 for all of us great. But if not, and this blockbuster thing falls through it's not the end of the world.