Guba, on of the biggest sites that offers video content recently made a deal with Warner Brothers and Sony to offer professional content is starting a price war :

View-On-Demand (VOD), a 24 hour rental priced from $1.79 to $2.99 will drop to $.49 for catalog titles to $.99 for new titles. Download-To-Own (DTO) will go from a range of $9.99 to $19.99 to $4.99 for catalog titles and $9.99 for new releases.

According to the site's owner, things are allright. But as you can understand, running a business, okay is good for today, but not good enough for tomorrow.
via