Not to mention if you loved the movie you could purchase it right at that moment...

In addition to these advanced video quality playback technologies and driven by popular
demand, UltraFlix will now support Electronic Sell-Through (EST), aka, purchases. With
EST, UltraFlix users can access new releases sooner and buy and store them in the
UltraFlix Cloud for unlimited playback and enjoyment.

This will be a serious money generator...'Cash Cow"