Sony's love to have repeat codes. Sometimes 2 mostly 3. Install today's server update.
Then go to the IR Database page. Expand the model for the Sony Bluray. It probably has codes that look like the following.
The first two numbers in the IRCodes are the frequency and repeat count. Repeats default to 1. We're going to change this.
Pull down the IR Command Testing and use the new SetIRRepeat command.
Select the Sony model name and set the repeat to 3 and execute.
Refresh the grid and you should now see the IR repeat count on the IR codes set to 3.
Now you can test on the live bluray player. If you are getting multiple button presses then the repeat count is probably too high. Go back in and drop it to 2. Experiment until you find the sweet spot.