Now that it looks like the Studios are finally trying to standardize and consolidate. With UV now integrated into iTunes and UV 4K Pricing now matching iTunes. Is there an incentive to continue purchasing films directly from iTunes? Personally, now I would be tempted to just buy and redeem in UV (of course many times you don't have a choice in your digital redemption). Now that I know I would still get all the iTunes Goodness (the beautiful menus, exclusive extras, etc..) But if I ever decide not to have an ATV (which most likely will never happen since I'm locked in), but I like having options now. I'd be curious to know what people think about this new consolidation and how it's going to impact your digital movie redemption purchases and choices going forward Please spare me the "I don't buy movies," comments. This topic isn't for you.