Here's what I don't get: why not re-use codes? Most manufacturers do this, where the "play" button code is the same for a long line of models, like every VCR a certain company would make for five years.

For example, why not use DVD codes for your bluray players? Chances are, a user is not going to have a DVD player and a bluray player in the same system*, so just use the same codes! The bluray player will probably have additional buttons, but you could just add on to the old set.

*I should observe here that half my customers do not know that bluray players will play DVDs.