Part of the problem is that the movie industry has proven time and time again that they can't be trusted in this area. You'd have to be an incredible optimist

Part of the problem is that the movie industry has proven time and time again that they can't be trusted in this area. You'd have to be an incredible optimist or on the industry's dime to really believe their claims. Steam is an example of a service that has done this exact thing incredibly well, and it would absolutely not have worked without Valve building up a reputation for integrity and professionalism. If Valve came out with UltraViolet, I'd be chomping at the bit for it because I trust them to honor their agreements and plan accordingly to do so into the distant future. I wouldn't trust the movie industry at all, let alone enough to sign onto a service like this. They may never be able to regain the potential for consumer trust, and it's their own damn fault.