Replying to Art of Flight - Straight to iTunes

When the movie 'art of flight' was released , it went pretty much straight to digital release. Since then it has been a huge hit, and has been one of the most popular movies on iTunes. Why can't the ski movie producers learn from this strategy and release their movies on the web early as well. I don't have the money to travel to see a premier and I am not able to ship a hard copy of the movie either , so I'm pretty much out of luck. It just seems like the snowboarders are years ahead of the ski movies, and it really pisses me off. Anyone agree? disagree?