I am neither for or against iTunes, and I am neither for or against UltraViolet. What I AM against, is having my choices restricted.
The argument regarding studios having to pay more for including more digital formats is over my head - I have no way of knowing if that's true or not. Besides, when you entered the redemption code, you were given the choice - do you want the iTunes or Windows Media compatible version? If you could only redeem the code once, why would the studio have to pay extra?
If people want to use UV, good - go ahead. If people want to use iTunes, good - go ahead, and likewise if people want to use neither but still have access to a digital copy - that too should be an option.
Studios such as Warner and Sony who USED to offer a "Digital Copy" which could be redeemed as either an iTunes or Windows Media Library compatible version, have now discarded both of these in favour of UltraViolet - a system which for me personally, does NOT work very well (I live in a rural area with broadband speeds that rarely reach 1.5Mb). True I could "download" a movie for offline playback onto my devices, but I would prefer to be able to have my movie in a central location, and be able to copy it onto my devices without the need to connect to the internet.
Other studios such as Universal and MGM DO indeed offer multiple digital formats which include UltraViolet as well as iTunes, and their movies are no more or less expensive than the movies on offer from any other studio.
Again, for me personally, convenience is the main issue. I have a NAS unit that I use to store all of my movies on. It has a built in DLNA media server, and I can stream movies to any device on my network. I can't use the UltraViolet streaming services on my smart TV or smart Blu-Ray player as I'm in the UK, and the applicances don't yet have support for that and even if they did, as I mentioned above, my broadband is patchy at best.
I understand the need for DRM and the measures taken against piracy, but I ignore that argument, because my opinions are based on my having purchased the movie - not on having downloaded it illegally.
I'd also like to refer to the above comment "Nobody took your choice away from you...either buy it or don't, your CHOICE." - this is an argumentative stance to take. I've ALWAYS had the choice to buy or not, and I've always bought. However, the choices that I once had for digital format, has actually been taken away from me IN SOME RESPECT. The fact is now, that if I want ALL formats of a Sony or Warner movie, I would have to buy the physical version which might come with UV, and then I'd have to pay full price too for the iTunes copy - how is that fair?
Oh, and regarding the comment "Instead of being SELFISH and creating some lame facebook page against the studios" - how is standing up for something, and having a voice, being selfish? In your opinion, do I not have a right to say how I feel, and to invite others to share their views too?