Sounds kinda like what I was just thinking. But I may have a different idea...
Do you mean - why not design a DVD player to use a bluetooth remote, and then provide a customizable app that runs on a smart phone? There are lots of products coming out that do this.
Why not skip the compromises in designing a physical remote? By using a mobile app, the individual could choose which functions to use, and how to lay the buttons out. This reduces the production costs for physical hardware, elliminates the design process to figure out what button layout will work for everyone, enables an easy method to account for a 'lost' remote by having the app provided for free, could enable a 'universal' approach to all Insignia products using a skin chooser to change devices from inside the same app, can anable the same 'remote' to have easy buttons for those who only want to change the volume and hit play & eject while also allowing others to choose advanced frame capture and slow-motion replay controls - all without anyone getting confused. All they need to do is select from a pre-made skin, or build a custom skin.
Another approach might be to design a wireless webserver into the DVD player itself, as most web capable mobile devices are able to access any hotspot. The local web page can act as the remote control interface.
Additionally, an Insignia branded physical remote could use mobile technology to access the hardware in the same way.
