Disable or remove the “Run Enhanced Content” menu item from CDs and DVDs

Disable or remove the "Run Enhanced Content" menu item from CDs and DVDs

I tried to watch a DVD on my computer. I put it in and VLC started, but
later on, it crashed when I tried to rewind as it often does.
Naturally, I opened My Computer to play the DVD with VLC. Unfortunately,
when I sleected the DVD drive and pressed Enter, instead of running VLC as
I expected, it ran some kind of program that was on the disc.
I have absolutely no interest in letting Sony run a program on my system.
Granted it is (supposedly) only a Shockwave projector program, but I don't
exactly trust them. Besides, I don't even like or care for deleted scenes,
let alone whatever useless "bonus materials" the program provides (usually
just wallpapers, ringtones, and other equally meaningless junk).
Anyway, I was surprised by the program because I had already specifically
set the default programs and actions for various media. I right-clicked
the DVD drive and found that the default action is Run Enhanced Content.
First, I checked the AutoPlay settings and the action default action for
when a disc is inserted is indeed set to VLC. The problem is that this has
no effect on the context-menu you see when right-clicking the DVD drive in
My Computer (or worse, pressing Enter).
Of course my next reaction was to check the registry to delete the Run
Enhanced Content entry. Unfortunately there isn't one. I checked
HKCR\DVD\shell but the default action is PlayWithVLC and there is nothing
that could correspond to running the program of "enhanced" discs. (In
fact, I put a different DVD in that definitely has no such content and yet
Explorer is still showing me the menu entry, and not surprisingly, using
it gives an error about being unable to run the non-existent program.)
Does anyone know how to disable or remove the menu-entry?