I think it's more of a portable pay-per-view. Since the disks are only good for 48 hours, I don't think there's much threat to those who want to add movies to their collection.

I see it as two different markets. This would fit in with the movie rental/ppv market vs. the movie purchasing/collecting market. I certainly wouldn't have wanted to buy Frida -- or any of the movies in my Netflix queue or that I would get through EZ-D.

However, there are some movies I've Netflixed and later purchased. Maybe I'm wrong, but it seems to me that offering the customer the option of temporary use through one medium or another and then also the option of owning outright ensures that the movie folks are maximizing their demand, markets and revenues.