Check watch: No, it's not April 1st.
Research UltraViolet web site OK, maybe this isn't so bad. Now I know that it's not a new disc format; it's a marketing / labeling thing, tied to an authentication and streaming technology. If they want to do that, that's fine with me. I was just thinking the other day what a massive amount of storage around the world is dedicated to identical copies of the same files - e.g. DVD rips - and how it would be easier if simply purchasing a card with a use-rights code on it allowed you unlimited personal use of and access to a copy of the movie stored online. You wouldn't need 5 TBs to store your movie collection anymore; just enough to store the copy of the movie you were streaming or transcoding for use at that moment.
I object to the "12 devices in a lifetime" concept. That could be made so much more friendly by adjusting it just a bit to be "8 active devices at any one time." That way, when your old laptop / BR-player / internet TV / cable box / projector / whatever needs to be upgraded or replaced, you don't have to lose as much as 8.3% of your entire movie collection with it. If you have 1000 DVDs at $10 per, that's 8.3% * $10,000, or $830! That just feels kinda unnecessary to me. They need to be able to expire devices, or no one is going to want to upgrade any of their video equipment anymore. Plus, what happens if someone guesses your code and uses it to register devices w/out your knowledge? I imagine that would be a fun customer services discussion:
Customer: No, really, I've only ever DL'ed the movie to my computer, and only then once!
Cust Svc: But we have evidence that you've DL'ed to 11 other devices over anonymizing websites, and have attempted on thousands of others. And we also found your download key on a "for sale" list on a black-market forum commonly visited by hackers and other society-endangering felons. Did you honestly think you would get away with that? An MPAA legal response team will be dispatched to your premises shortly. Be prepared to pay for the full production costs of the movie forthwith, along with the production costs of any other movie we find on your premises, in any form.
Customer: But I don't even know what an anonymizing website is!