I just used the Disc-to-Digital program to buy another 18 UltraViolet movies. If Disney would get onboard, I would happily pay to convert most of my library. The studios participating in UltraViolet are being very smart. They are allowing people like me with existing collections to get in the door for a reasonable fee without having to re-purchase all of our content. Without disc to digital, I would not have bothered with UV. With it, I've spent a couple hundred dollars that I would not have otherwise spent and have even gone on to buy a couple movies that are UV-only. They are also starting to price UV copies lower than Blu-Ray discs, which is smart. If the Disney and the rest of the hold-outs get onboard, I think the movie industry can avoid the fate of the music industry (which has now begun to recover and make money again, thanks to services like iTunes). Most people are willing to pay for content if the cost is reasonable and it is in a convenient format. One of the things I love about ripping and downloading movies is that I can set them up in a beautiful interactive library accessible from a variety of devices. I'd much rather have that than a physical disc. UltraViolet makes that possible in a completely legal way. I'm a big supporter.