I can understand the appeal of streaming but I am not always connected to a wi-fi network. In fact, whenever I'm actually traveling, the chances of me being connected to a wi-fi network when I actually want to watch a movie (i.e. in transit) are slim to none. That's why I hate streaming only options and many of the Ultraviolet movies I have are streaming only (they were when the service was first debuted).
I can also understand the appeal of having a universal service. That being said, I am head deep into Apple's universe now. I have an Apple TV in every bedroom and my living room, every computer has iTunes installed (plus there are two Macs in my house), and I have both an iPad and iPhone. I personally don't have a Windows computer or Android smartphone/tablet so I am perfectly happy with being "restricted" by Apple's DRM. In fact, I have started purchasing more movies through the iTunes Store now. I can play the movie back on any screen I have, it is normally $5-$10 less expensive than the Blu-ray version, the video quality (to me) looks the same as a Blu-ray release (I could care less about lossless audio, standard 5.1 Dolby Digital has always been fine with me), and the movies are often available a 1-4 weeks early.
The only times I really end up buying a movie now is if its in 3D or the Blu-ray price is comparable to the iTunes Store digital release. I'm still very much against Ultraviolet mainly because I don't want to access yet another service and another app just to play a movie when my iPhone and iPad have those capabilities built in and movie studios used to offer an iTunes Store digital copy. It was until recently when they switched to Ultraviolet only. I can understand offering that on top of their, older, traditional barrage of formats but not in lieu of.