With the cost of home networks and high-def TVs plummeting, I don't think too many people are interested in "owning" digital copies of movies, and many people no longer want to collect hard copies of movies (DVDs) either. People won't pay extra for digital, they merely want to pay a few bucks to watch a wide selection of movies (in HD!) on demand through a set-top box or device that's connected to the Internet. Rent, not own.