The problem, as I see it, with the studios directly competing with third parties is the issue with library titles, not so much new releases. If the studios succeed in this, they have zero incentive to license old content to people like Netflix and absolutely nothing will come without a per-view price. They may offer package deals from time to time, but I seriously doubt they will ever offer a buffet package except for huge amounts of money.
I still think the ideal service would be something like a one-stop service, like Netflix, with a set monthly fee and the gross revenues shared according to per view. It could even be tiered according to content age, etc. The more people watch your stuff, the more money you get. That keeps the content owners honest and the quality of content high.