I know, however it is still unbelievably stupid.
With iTunes digital copies, all I need is an iTunes account, no matter the studio.
But with UltraViolet, I now not only have an UltraViolet account but also a Flixster account and a Sony Pictures account...And that's only after two films from two studios.
Why can't it simply require *one* account, with UltraViolet?
Because every company wants your information so they can spam you with loads of shit (I gave Paramount US my email address for a UV copy now they keep sending me shit about MTV) and there are rules about data sharing, that could prove problematic...