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NETFLIX already owns the streaming market, so why buy a movie when you can stream it for no additional cost than your monthly fee that your already paying?
NETFLIX ain't exactly "on demand." Their streaming service, while extensive, is still limited to older titles, usually about the same rotation timeframe as Premium cable channels. Plus, titles available for streaming drop in and out of availability regularly, much like the afformentioned Premium cable channels.
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Will the studios gang up on Netflix and force them out of business?
NETFLIX is not going away anytime soon. Their business model was so forward thinking that it forced the former king of entertainment media into bankruptcy.
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What if I buy 100 Movies then ULTRAVIOLET goes under?
Then you're screwed.
If you are worried about investing in an upstart service, check out other similar services (including purchase options) from such companies as
AMAZON and Microsoft's
ZUNE marketplace.