There's lots of discs that are region free, probably the majority. Most discs I bought in the US are region free (but not all, so it's worth checking if your player doesn't support region 1). It depends on the studio policy.
This definitely requires a firmware update. The Denon that I recently got has had a firmware update to play Region 1 blu-rays as the previous owner had loads of them from the US.
Well, lots of people sell the discs, but Movietyme does actually test ostensibly Region A discs to see whether they will, in fact, play on players locked to other regions, for which the company should be applauded.