Amazon.com lost a lot of money the first few years. They needed to get people used to buying items from an online dealer. Now it's huge.
SONY is pushing for people to buy games through digital download. This means that they need to start getting people used to the idea, similar to what amazon did.
That's the 'experiment'.
You don't need to push people to buy games through digital download.
You just need to offer a good system to do it...
I mean hell, with your avatar you should know better.