While publishers have long been in the business of selling the medium, people were always in the business of buying the content. E.g. I didn't set out to buy a

While publishers have long been in the business of selling the medium, people were always in the business of buying the content. E.g. I didn't set out to buy a little plastic disc. I set out to buy a copy of TO BE OR NOT TO BE, specifically. I bought it on DVD only because it was the format that was available for sale that I preferred. When the DVD market disappears, the publishers of little plastic discs may well disappear. But my demand for a copy of TO BE OR NOT TO BE doesn't.