I think they chose this format so they can push everyone to digital distribution as it fully negates the need for a disc. The disc is worthless as you are entitled to the purchased content... not the physical disc anymore.
Pretty soon I bet they won't even include discs. Just a QR coded ticket that Kinect can scan and then you start downloading/playing from the cloud.
Really all this DRM, cloud, and other tools they've included point to this singular end.







