I find Ultraviolet's strategy to be out of touch with trends. Instead of only giving people digital rights on top of a physical disc, they should just being selling the digital rights for the movie. Then from within the Ultraviolet site an option to purchase the DVD or Blu-Ray should be available for an additional cost. I'm thinking $10 for digital, $5 for DVD and $10 for Blu-Ray. Pretty close to the same overall price but over time the savings on packaging should be pretty large.