Hmm, I'd still rather rent than own digital video files. As Gerard and Daniel said, if I want to own a movie, I'd like the full experience of the DVD. If I want to impulsively get some entertainment for a couple hours, I don't mind spending $4 on two 45-minute TV shows, but I definitely mind spending $9.99 for a movie. For that price I'll walk to the video store, or the real cinema for that matter.