You know when you buy a DVD and want to watch it on the go, you rip the DVD and then move it to your iPod or a hard drive so you can have it when and where you want it.  That practice is technically illegal because the movie industry doesn’t get it.  So in walks some people who do get it; Amazon.  They are now offering on select titles the ability to instantly stream a DVD or Blue-ray you purchased before you even receive it.  

"When you purchase select DVD and Blu-ray titles from you will also receive an Amazon Video On Demand standard definition version as a gift with purchase (see details). You’ll be able to instantly enjoy the video on demand version on your Mac, PC, compatible device or compatible TV when it is available."

Although this feature is not fully available yet to all movies, hopefully they will wake up and this practice will start to be the norm.  We bought it, we ought to be able to watch it when and where we want.  We can only hope more companies can move to a similar practice in the near future.