Of course they won't be on board. Anyone in this thread bitching about Apple's part in this wasn't alive before Apple's part in this. Because back then, before Apple used its massive userbase to shift the market to streaming products while getting the content license owners on board, people were going to prison and bankrupt for file sharing. People may not like what it's become now, but it was the dark ages back then...very dark.
Well the other thing people are missing is that in the US (and probalby some other countries), downloading a 50GB movie is both slow and going to eat up their limited bandwidth. And if the movie is always stored on the sellers servers (e.g. Apple or Amazon), then it's even worse.
I get the convenience of Apple or whatever, but I just buy my Disks and rip them. Best of both worlds.