I buy digital movies all the time. Not often at full price because there are sales and deals on iTunes weekly (daily). To me, "buying" a movie for $4.99 or even $8.99 (which is only a dollar or two more than the rental price) is worth it on the off-chance that I may want to watch it again in the future. My digital iTunes movie library is nearing 900 movies at this point. All backed up and downloaded locally so I reduce the risk of what this article is talking about happening to me.