Regardless of where it is launched, the significant thing is this shows the seriousness of net streaming vs optical. So much so that Blu-Ray manufacturers are prepared to include it in their players.

I am thoroughly convinced that the true successor to DVD will be net play. However DVD has a good 5 to 10 years to run yet (if you look outside the blinkered world of Home Cinema and think about the normal living room that is). Blu-Ray is a stop gap. Much like laserdisc, though a little more successful.