I know the assumption has always been that Apple would never become apart of UltraViolet, but I wonder if that brick wall might be crumbling. Apple technically has its toes in the water with such things with Disney Movies Anywhere. Obviously there is a relationship between Apple and Disney, but at some point DMA will be on other services like Google Play and Vudu, meaning that a Disney movie purchased from one of those guys will show up in your iTunes without Apple getting the sale. That's the kind of business model Apple would love to avoid but allowing DMA shows that perhaps it's accepted that that's the way content providers want things to be. I also think Apple recently adding the special features menu on some films might be how they see themselves as the ones to get that sale in the future. If they know that the future is one where a customer can't be as locked into iTunes as it would like them to be, it can differentiate itself through great UI. I mean Vudu also has these special features but it isn't presented in such a slick way that Apple does. Thoughts?