I found some more info about the "milking" about these films and editions.
From
The Digital Bits. And i'm pretty sure there will be more to come when "The Hobbit" films are released on DVD/Blu-ray.
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[Editor's Note:
Sources close to director Peter Jackson have informed me that he's saving the extended editions of the films for an "ultimate" box set release closer to the debut of the new Hobbit films - that's why these BDs are set to be theatrical only.
That's obviously not going to satisify every fan, but it gives them something in the meantime. As was the case with the original DVD release, at least you're now aware in advance that a more elaborate release is coming eventually if you'd prefer to wait for it.
For Warner's part, I've officially confirmed with the studio that this initial Blu-ray release is real and it's coming before the end of this year, but I'm told it won't be officially announced for another few months yet. So you should probably still consider this release to be semi-official and subject to change. Just FYI.]