Does anyone out there use UltraViolet Digital Movies? is it any good?

I do not know enough about this and it seems more and more Movies and TV Shows are getting released with UV Digital Download, and i find this an actual deterrent for purchasing movies

There seems to be multiple options for setting up your library as well and don’t seem to be able to find much info without having to join up to places like these:

jb hi-fi Video
EzyFLIX
Sony
Flixter

There seems to be a Disc to Digital option on the UV site where you can "transfer" your physical movies to the UV library but I don’t know if this is a good thing or not.

i have an iPad, and my house is set up with apple TV and networked to my computer by cable. Currently I have 35 movies on my iPad, which may seem excessive but gives me options other then three which some UV players only seem to hold. and then most movies seem to be streamed via the cloud as well rather then having a physical copy of the digital media locally,

in the end i find UV pretty useless for me but I don’t know enough about it but I have all these codes for recent movies I don’t know what to do with, and have not purchased about 20 more as I am not sure if it is worth travelling down the UV Path.

I honestly believe Movies should be a Purchase once and you get all forms of the media, Bluray/DVD/Digital but they should give you a choice on what media you want it.

Any Advice or Opinion is always appreciated.