I hate DRM

For ages now I've been getting "free" digital copies of movies packaged in with BluRays that I buy. Never thought anything of them - not much point really given that I have a home theatre. But this morning I thought I'd load up my iPhone with a couple of movies for an upcoming trip. Popped the disc in to my PC - no problem - brought up iTunes and it asked me for a redemption code.
What the bloody hell is a redemption code? I've got the digital copy - it's right here in my machine. Why do I need a code to get the movie off the disc? And where is it. iTunes tells me it's in the "insert" but none of my BluRays have "inserts". The box has two discs in it, and a sleeve around the outside.
So is this the latest great DRM scam from Hollywood? Do I need to re-buy the movies via a redemption code before I can watch what I've already bought?
Shit like this is why people pirate movies. I've never ripped or pirated a movie and long since gave up doing it to music, but I'm off now to find out how I can rip my movies on to my iPhone because I legally own them and I'll be damned if I'm going to buy a bloody redemption code to watch something I already own.

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