I agree it is a superior medium, but there are a couple of issues. The primary one is price (for now). To fit a *real* Bluray movie onto a flash drive, it needs to be 32GB. That's going to be one expensive movie. It's going to be several years before they become cheap enough to compete with made-for-pennies pressed optical discs. The second reason is waste. I don't have any numbers, but polycarbonate and aluminum is abundant. Germanium, silicon, gallium etc.. that's used in flash drives is used like crazy already. Can we expect to keep up with demand? Flash prices sometimes go up because of 'shortages' and I wonder if replacing every new potential optical disc in the world with flash devices is a reasonable goal. I still think digital distribution is the ultimate goal. An awesome pipe to every house with unlimited access to digital media based on whatever model they use to fund it.. be it subscription, ads and such. And perhaps in the not-so-distant future, instead of having your movies each on their own flash drives, you could have hundreds of them on a single flash instead.