I guess I just believe none of this should matter when it comes to buying digital movies. We don't need to buy 5 different DVD players to play discs from various studios, we shouldn't have our digital purchases locked to the vender's players either. If I purchase a digital movie (I have 1400+ of them) I should be able to access it anyplace like itunes or Vudu or Amazon etc....Venders can compete for our business with pricing, sales and UI. I shouldn't need to wait for Apple tv to get a specific app to play purchased movies, it should all work in itunes. If I buy a bluray from Warner Bros. It should have one code that I can redeem any place and watch anyplace.
Maybe if it was like that there wouldn't be as much segregation of apps. Let the venders concentrate on building the best storefront with easy access instead of trying to lock us into their ecosystem. There are plenty of things they can do to entice us to their systems but locking my movies up shouldn't be one of them, they should be universal just like DVD.