What you pointed out is correct. And, it is deliberately so. Look at it from the Movie Producers' perspective. They risk millions of dollars to bring us a great storytelling and they have to recoup that investment in just about 2 weeks time (before piracy takes its toll). For the consumer (movie watcher) it's an easy decision - download the app, pick a movie, sit back and relax. Our goal, as a platform, is to make things easy for the movie producer / production house.