I gotta be honest. When ultraviolet came out I HATED it. I was so used to iTunes that I rejected uv without ever really testing it thoroughly. I was bored the other day and started playing around with it and.....whaddya know..I now love it. It's as good as iTunes versions with some added value. Chief among these is the ability to stream these films in HD through my Xbox 360 using the Flixter app. I have transferred over 60 films from my library in the last few days. I love that they are all in the cloud and I can either stream them or download them right to my IPAD. I am definitely a convert...though I still love iTunes too.