Wow - they make them like that now? When I bought mine (probably about 6 or 7 years ago), the only way was to reboot the machine in a different region. Unlike DVD players where you could just modify the software so everything would play automatically, in BD players it was a hardware thing. Essentially, I believe I have a region A chip, a region B chip (and I suppose a region C chip although I've never tried) all inside one box.
Hey if you've got no use for it, I might be up for taking it off your hands as a trade for something (I always meant to buy it but never did). Where are you located?