To everyone saying this is stupid (despite it being timed exclusive or otherwise), think about it.
If you're company A, and no one is doing this, and you have the chance to do it, it's win-win for you. But now that company A has done it, every other company is at a disadvantage. How can them counter it? By doing the same, of course. If you don't, your competitor will have not only a larger library than you will, it will have your and entire library and then some. Thus company B decides to do the same and raises the pressure on the other companys.
So everyone does that and we get where we are. Now, this situation is worse than the initial one for every single company, but if any single company were to stop this practice, they'd be at a heavy disadvantage. So they're locked in this position.
The only way to change that would be if every manufacturer reunited and compromised to stop doing it at the same time and don't do it again, and everyone would have to agree. But then again, the article mentions that producing the 3D blu rays is expensive and studios don't feel like doing it since they won't sell much yet. So they'd actually have to agree to make a mutual studio-support fund and all contribute equally to it and decide together what studios should recieve how much money for what movie, and let the movies non-exclusive. Does that sound like it's feasible?