I was reading this article over on Macrumors.com, and it got me wondering about moving Disney's "in the vault" plan to the iTunes Movie/usic Store:

Apple has been expected to add other studios to the iTunes store since its launch. There had been rumors, however, of hold ups due to concerns from retail shops about the impact on DVD sales. Earlier reports expect that studios may be waiting until the end of the 4th quarter to avoid impacting holiday DVD sales.

I wonder if the studios won't figure out how to market each popular medium more intellegently in parallel than they do now with them apart. For a few months, perhaps you can only get it on DVD, then (with a few small, exclusive features) on iTMS, then back in the vault it goes... until Amazon's Special Edition pries it back out.