Their revenue has gone down, rather than looking at their product and realizing that most of their movies hold no interest to the majority of people, they have tried do come up with a way to make more money with a generally lousy product.
We have seen it in the theaters, they are taking more and more money from the theaters leading to $5 cokes and candy.
Now they desperately want us to buy $500 players and spend $30 per disc on lousy movies. They forced Blu-Ray/HD DVD war outcome giving us the more expensive alternative.
Well they have had the opposite effect on me. I no longer buy day and date movies. I may rent a movie if it sounds good and then wait and buy used.
If a movie is HD worthy, I wait until it is on TV, record it with my computer and watch it on my media player.
Well their business model has an upside, my movie budget has gone way down leaving more money in my pocket.