Yes, personally I think it's just their crappy way of marketing their upgrading BB service.
The last twice when I got upgraded (for free) all it meant was being blocked that much quicker with what WAS my downloading.
Still trying to sell at a knock-down price about 1,000 DVD box's, buy will have to remove all and any artwork or/and contents, complete with 3 Argos shelf units. (Buy collects)