Or they could not charge 30 bucks a dvd on release at walmart or 17 bucks a cd at most places besides best buy. Sure itunes is a great delivery system and all, but with a large majority of people not really into the computer age, its easier for most non computer literate people or people with slower connections to have their friends make copies of them, or to buy pirated dvds/cds from people who do pirate. That is a big market around my area as of now. I can't say I blame people that sell the pirated things either, cause when it comes down to the economy right now, plus overpriced physical copies, I'd go with alternatives as well. Same goes with a lot of people just when it comes to console games too, why pay 60 to 90 bucks for a game you can beat in 8 hours?