Cinavia copy protection for DVD/Blu-ray players

So I just bought a Sony player, internet connection, HDMI out and such. Then I try playing movies and I find the first 4 I stick in won't play because it comes up with a message, you not authorized to play this kind of crap. Then I look in the instruction manual and find this notice, we use Cinavia copy protection.

So I am going to take it back and get something else. Anyone here know about this cinavia crap and what brands DON'T use it?

Its not like I bought the DVD's through a shady dealer from his van in a dark alley, I got them at Kmart and Walmart and Best Buy. But they won't play.