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Will Amazon Offer Online Delivery of Movies?

Some sources are speculating that Amazon.com will soon be entering the online delivery of movies market. Arstechnica writes:
According to the uniformly unnamed sources, Amazon's vision includes a try before you buy model, where you could download or stream a movie for a fee, and apply that fee as a credit towards the purchase price of the corresponding DVD, should the content tickle your fancy. Another idea is to provide free downloadable versions along with regular DVD purchases, to draw in those who would rather swing by the closest Wal-Mart or FYE for their movie needs, because they just can't stomach waiting a couple of days for their DVDs to be delivered.
Source: LibrarianInBlack