It's pretty simple. Exclusives are bad for the user, period. Exclusives might still work, if the store that's offering them is selling something. I.e. you can

It's pretty simple. Exclusives are bad for the user, period. Exclusives might still work, if the store that's offering them is selling something. I.e. you can buy something exclusive, and while it's annoying that you are forced to use only specific store for it, at least you pay just for what you bought. Exclusivity isn't compatible with renting, or it least it won't scale. How many renting services will users be paying for? I bet not many. So let them start selling video, and preferably without any exclusivity.