New media format: USB drives
Widevine is providing a Hollywood-approved DRM and video optimization for the drives, while Sonic is providing the software and hardware. Sonic is also partnering with 250 content providers, including all major Hollywood studios and independent distributors.
The intent is to sell these drives through retail to keep brick and mortar stores in the loop while providing flexible viewing options. I imagine this should appeal to the consumer who likes the idea of streaming video, but the inconvenience of going to Best Buy to buy the product. However it does solve the desire to possess a real copy of the movie.