Hey, I think we found some common ground!...."Amazon and UV aren't coming to Apple TV any time soon."
After that I'm afraid we see things differently but hey, that's ok, message boards would be pretty boring if we all had the same opinions, so let me share my opinion and maybe a fact or 2, what the hell I have a few minutes...
I really think the studios had the right idea I just think they may have been too late...Imagine with all the discs you have, some of them you bought at Walmart, some from best buy, a few from Amazon and so on....now imagine if you had to have a separate DVD player for each of the DVDs depending on where you bought them...what, 5-6 different players? That would suck but that is exactly what we have with the digital movies we buy today. If I buy a DVD it will play on any DVD player....because there is a standard. That is what is needed here. If I buy a digital movie I should be able to play it at any of the storefronts from itunes to M-Go...all of them.
So, they formed the D.E.C.E
https://en.wikipedia.org/wiki/Digital_Entertainment_Content_Ecosystem to come up with a standard so we could have interlopy with digital movies, just like DVD. Just about every tech company, electronics manufacturers, and studios joined to vote on a standard. Ultraviolet was formed...Apple and Disney were the notable no shows.
Not pointing my finger at you but, many seem to think UV was brought to us to compete with itunes, but it's just the opposite, UV was brought here not to compete but simply as a standard. All Apple had to do was join. Then every code would work in itunes......you wouldn't need a split library, just use itunes...All your movies would also be available anyplace else too. Vudu has a nice disc to digital feature you could use to convert your discs, and then watch them on itunes. UV doesn't want you switch from itunes, they just want itunes to join so your movies can be viewed any place (the part Apple doesn't like) The ONLY thing UV does is register your purchases in a central data base so you can link your favorite storefront. Ultraviolet doesn't stream, it doesn't download and it doesn't do disc to digital. Those are all features that the storefronts can use to attract us. Make the storefronts compete with better, more features and better UI but, don't try to hold my movies hostage...they are mine, just like DVD.
So when you say UV is the one dictating here, In my opinion it's just the opposite.