where you can take your DVDs and blurays into the store. One at a time, they'll scan your movie to make sure it's the right one in their system, and then they'll give you access to the Ultraviolet copy of that movie, where you'll "own" it as part of your digital movie library.
Wait, didn't one of the MP3 services try that (well, something essentially the same) in the early 2000's and get sued out of business by the RIAA?
I guess the MPAA is more forward thinking than that. Or have learned from the lesson of the RIAA being demonized from their actions.
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