From 2010 to 2012, I worked with the DECE on aspects of the interface to the UltraViolet service. I have been in hundreds upon hundreds of hours of meetings with the folks behind the UltraViolet service, and until I left my job (earlier this year) where I was working on the project, I was very involved as a consultant to firms that wanted to deploy UltraViolet in a retail or studio context. Aside from Jim Taylor (Author of UltraViolet Demystified) and other key leaders in the DECE, I probably knew more than anyone about the rules of the road for UltraViolet.
I'm no UltraViolet cheerleader, but this thread does have some points that I'd like to clarify, for no other reason than I know the very lawyers who wrote the documents many of you are quoting here, and I have deep familiarity with the user-lever experiences that are possible from DECE policy.
Jim's "UltraViolet Demystified" site is really the best go-to source for dry facts about UltraViolet, there's no marketing coloration there at all. I know Jim personally, and he's a forthright and smart guy. Before you go off and say what's true or not about UltraViolet, please do cross-check with his site.
A couple of biggies.
a) Even if UltraViolet goes away, your media will still play on registered devices. There's a key-pair exchange in the player app, and that's all that's needed for the player app to decrypt and play the content. Of course, once those devices die, you're stuck (if there's nobody else to provide device management). All of this is hypothetical, because the UltraViolet Common File Format (CFF) is not in market and there are no CFF player apps in market.
This is the Web site TOU, it's just about how you use the web site and all that: http://uvvu.com/terms-of-use.php
and w/r/t StreamingStreaming UltraViolet Content
Your UltraViolet Account is authorized to receive a total of three streams of UltraViolet content simultaneously. The UltraViolet content that is available for streaming and the devices to which it may be streamed will vary depending on which authorized streaming services you elect to use in connection with your UltraViolet Account. Depending on the type of streaming service you and the other Members of your UltraViolet Account elect to connect to, such streaming service may be available for use by all Members of your UltraViolet Account and without the need to separately log into your UltraViolet Account, or the streaming service may only be available to a particular Member after that Member logs in to his or her UltraViolet Account. Each streaming service supports its own devices so you will need to check with your streaming service provider to determine the devices to which you are authorized to stream UltraViolet content. In connection with your use of streaming services you may be required to comply with additional terms and conditions of such third party service.
and w/r/t Ownership (Partial)Intellectual Property Matters
As between you and DECE, other than the rights you have obtained with respect to UltraViolet content, DECE owns, solely and exclusively, all rights, title and interest in and to UltraViolet and all of the content, software, code, data and other materials thereon, and the look-and-feel, design and organization of any aspect thereof , including any copyrights, trademark rights, patent rights and other intellectual property and proprietary rights therein (collectively, the “UltraViolet Service Material”). Your use of UltraViolet does not grant to you ownership or title of, in or to any UltraViolet Service Material, UltraViolet content or any other part of UltraViolet. UltraViolet, the UltraViolet Service Material and the UltraViolet content are for your personal and non-commercial use only.
(By the way, this is basically the same as a DVD or BluRay)
I have no direct connection to the DECE at all anymore, so things may have changed since earlier this year, but all in all, it's roughly the same rights you have with a physical copy, plus a little more, plus the household sharing. I have a particular gripe with how they handle streaming (as a consumer, it's kinda sucky) but from my experience with the organization, I know exactly why streaming & redownload of a movie is a sticky monster nobody really wants to deal with (imagine selling an object and then having a perpetual possible cost liability associated with the object, but no revenue model to offset the costs.)
Anyway, that's what I can contribute here, hope it helps.