Blu-rays cost up to $50 depending on what version you get. This iTunes copy is $24.99 for the 1080p HD version, not a bad price at all. Blu-ray does give superior video quality for now and is the only way to get Dolby TrueHD and DTS Master Audio but that will change with better encoding so I will be buying the 3D Blu-ray but can't wait for the day I don't have to buy physical copies to get those benefits. And really your argument is you can't hold it in your hand? Well thats just really old fashion, when was the last time you bought a CD?