It's tough to try and equate physical pricing vs. digital pricing because disc pricing is driven by concepts like shelf space and inventory which don't affect digital media. A lot of times I think when discs are getting blown out or discounted, it's not a matter of discounting the content, but instead reflects the dynamics of that box sitting there.
That said, Disney priced Onward at like $26.99 vs. $33.99 in the Kaleidescape store too. This Star Wars pricing is a bit lower than I thought might be coming. I hope it's a good sign of Disney rethinking digital pricing overall.
Video: JVC NX7, Stewart Cima Neve 135"
Audio: Marantz AV7704, Emotiva XPA-11 Gen 3
Speakers: Focal Electra 1038 Be x 2, Electra CC 1008 Be, Aria 906 x 8, REL S5 SHO x 2
Sources: Apple TV 4k, Kaleidescape Strato/Terra, Xbox One X, Nintendo Switch
Xbox Live: TrackZ