The comparison of virtual good to physical good is not apt. Most consumers would type "rent shrek" into Google. This hardly compares to having to drive to different physical stores.
The browsing experience will similarly be taken over by google. Today if I want to go see a movie, I type "movies" into google and and get a summary of "Movies for City, ST". I click on a movie and it shows me all places nearby that it's showing.
Tomorrow, Google will include a "Rentals" link, which shows a list of movies for rent, with a convenient link to whichever study rents the movie.
The browsing experience will similarly be taken over by google. Today if I want to go see a movie, I type "movies" into google and and get a summary of "Movies for City, ST". I click on a movie and it shows me all places nearby that it's showing.
Tomorrow, Google will include a "Rentals" link, which shows a list of movies for rent, with a convenient link to whichever study rents the movie.