While walking through my local shopping mall this weekend I was approached by a gal doing marketing research (there is a marketing research business in the mall). She asked me my age and if I owned a DVD player. She then proceeded to lead me to their offices (in the mall) in order for me to view some materials. What I was exposed to was some preliminary logos, names, and store mock-up photos of what can only be described as Divx 2. They're calling it POPDVD (Purchase, Open, Play), LTD (Limited Time DVD), or Play2Day. They're basically DVD's with an "unlimited" 48 hour viewing. They had pictures of stands in grocery stores, gas stations, and video rental stores. The purchase price mentioned was $5.99. I pretty much made my opinion clear that I thought it was a bad idea that has already failed miserably once (ala, Divx). Anyone else heard of this potential menace to the DVD world?