I like the idea. You don't have to use it but sometime it is a nice fall back. Like when Redbox doesn't have a movie you are itching to rent for a buck but are willing to pay 4.99 to see it if it is available on On Demand thru the cable box.
I'm still waiting for the IONs to be put in some TVs. This also takes us one more step closer from not having to deal with physical media.