The main tension in the story arises when users realize they don't "own" the movie in the traditional sense; they own a while it remains available.

For many, the story begins with the appeal of a clutter-free home. Unlike physical DVDs or Blu-rays, iTunes movies don't take up shelf space.

Many digital purchases include "iTunes Extras," which mimic the commentaries and behind-the-scenes features found on physical discs. The Conflict: Ownership vs. Licensing