There are programs like DVD43, anydvd (is it legal to post their names? without links yes, yes? at least in Germany afaik) which are faking the region code, removing css protection and other stuff.
They are just not legal in all countries. I don't have any bad experience with them so far.
I don't need them for region stuff (Europe has 2, too) but the copy protections lets MPC freeze when I want to watch them
Like it's been said already, flashing the firmware is also rather easy with a lot of dvd drive versions. Just google it.