Looks like for $5 you can store a copy of your DVD on CinemaNow's servers? Not exactly sure how this will work but I created an UltraViolet account to get a downloadable SD copy of Underworld Awakening that I could watch on my PC. Contrary to what they insinuate, the 'digital copy' was not stored on the DVD but had to be downloaded from Sony. It's a pain in the butt and as mentioned in the comments at the source, the problem with services like these is that they can turn it off at any time and you're essentially up the creek without a paddle. Better option: allow us to transfer or convert a DRM-free copy straight to our PCs from the DVD.
Best Buy's CinemaNow opens home disc-to-digital program, makes cloud copies of DVDs for a fee
