Seems like a tough market sell. Vudu is 7 years old and could have done this before. Huge installed base thanks to pre-loaded devices. Entering an already crowded market seems like an uphill climb but more power to them.
This discussion reminds me of digital payments and the ApplePay conversation from a few years ago. What does the shopper want? It's doubtful that it's a channel specific system but rather choice to shop how they choose. It's an arrogant position IMHO to seek to force shoppers to use channel specific solutions. They are in control now, not the retailer.
This reminds me of digital payments or loyalty schemes. What about shoppers that prefer to use Amazon's platform? Just exclude them? Retailers are still laboring under the illusion that they are in control and can manage the shopper's path. Remember all the retailers that pulled away from ApplePay? How's that going? Any mention of channel specific systems Walmart Pay or WMX? Nope, it isn't relevant to shoppers.