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What technology will disappear in the next 10 years?
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If it were up to me that'd be fine indeed. But they probably want to retain compatibility with existing setups and unfortunately they will also want some DRM, which Blu-ray provides. A new flash storage (or even just download/file-based) standard should totally be possible, but that'd first require some investment.
Also, there's some joy in having the plastic spinny thing and putting it into a machine to watch the content. Not having all the content ready at your fingertips and instead putting some throught and effort into getting to the content is what makes stuff like vinyl popular again.