I'm glad that hasn't been my experience since UltraViolet is worthless. I've only bought one that was UV-only, which was The Girl with the Dragon Tattoo. Everything else I have bought has had a just a digital copy or a digital copy and UV, like this one I bought yesterday:
I absolutely agree, hands down 2 of the worse companies that you could possibly deal with for a digital copy. iTunes is definitely the way to go. I added 3 movies to my UV/Flixster account and to no surprise only 1 movie worked. When I try to enter the code again it said the code has already been used. Time to buy all my movies from iTunes.