Replying to Why digital copies are available only on iTunes?

New ski videos are about to come out and most of them are going to be available on DVD/Bluray and iTunes!

I wonder why it's not possible to buy them through another service and without DRM preferably.

So far I managed to download the last 4bi9 movie (All Damn Day) through a service called gumroad.com, The Education of Style from inspiredmedia.tv, The Spotlight Project back in the days, and maybe a couple more... but that's not much compared to the amount of videos released every year.
I also know Level 1 has put its latest videos on Vimeo.

I don't use any of Apple's stuff and I don't think being the only one, so why the vast majority of production companies sell their films only on iTunes?

Cheers