“Creating Web-enabled content for our Blu-ray releases is a top priority at Universal,” Kornblau said. “We are aggressively pursuing some very exciting opportunities for our tentpole titles that are nothing short of groundbreaking. Our BD Live features will create a wholly immersive, interactive environment that will connect movie fans in innovative ways.”

...nevermind. Here's the answer why they want to use it:
The HD DVD format Universal exclusively supported for so long offered Web connectivity from the start, and the studio aggressively exploited this ability through such features as a virtual store that allowed viewers to buy items they saw in the movie with a couple of clicks of the remote.

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