UltraViolet is created and run by a mix of 85 companies that have something to do with the movie or tech industry. Many of them are part of the MPAA. The service is very locked down using DRM.

MPAA learned from the RIAA, mostly in what to do differently when trying to protect their position. When the RIAA's only focus was trying to sue users of Napster and other sharing services, they didn't look ahead to see the digital storefronts. Their legal efforts were also aimed at the services that offered the CD->MP3 conversion services they could stop under laws back then. Thus "some computer company" was able to push the iTunes store along with a transcoding application, and eventually led to DRM free digital music.

MPAA on the legal front lobbies for more laws criminalizing DRM cracking, while adding DRM to the physical media to avoid the iTunes transcoding issue. RIAA has joined them, but the cat is out of the bag as far as DRM music ownership. Hence the push towards music streaming services where DRM can return.

MPAA seems to be trying to hold onto some of the digital pieces to avoid the industry losing control of the medium. They figure UltraViolet is a way to give consumers the digital benefits, while still pocketing money from the format change/transcoding, just as they did VHS->DVD. And while retaining some control with the DRM.