I'm not as gloomy about this technology as DB appears to be. If it can be as reliable and robust as current CD/DVD, its a good candidate for archival backup. It could also bring back and open up a new market for carousel disc players. If the studios can get creative (can't we at least hope?), they could release compilations with 50 to 100 movies on a disc, similar to what they do now with two to four movies on a single DVD. With ISP's looking to charge per-bit download (the high-tech equivalent of a gold mine), it may ultimately become the less expensive option.
A dead end, for two reasons.
a) People are increasingly downloading media rather than having shelves stacked with CDs/DVDs/BluRay etc
b) Access speeds are the key and rotating mechanical memory is just too slow