I've been pondering the same thoughts. My feeling is to get as many subscribers on board over the largest shopping time of the year. As new movies come to the theaters such as Star Wars, the studios will also release it to the new Home Theaters "UltraFlix" as a featured movie and charge a much higher $$$ (let's say 13.99 ???) to view it. This is not part of the old content in there library. Now as include Sport Events, Concerts, Special Events that will be featured. Now when UltraFlix having let's say millions of subscribers and let's say they receive 20% or even 10% of the revenue. You add that up...... and that's only for one movie. How many movies are released each year.