Sony Pictures Home Entertainment's executive vice president of global digital and commercial innovation John Calkins said in an interview with PC Magazine that "the pricing for online ownership is too high." He believes that companies should focus on lowering the cost of movies, since it's so easy to rent and stream for far less. Calkins thinks that a combination of extras (which aren't available when you digitally rent a film) and lower prices can help convince people to spend a bit more and opt for digital ownership. He added, however, that companies shouldn't over value extras — people may be willing to pay more for them on an extremely popular film like Avatar, but for your average film a high price will just make users choose to rent instead. We know we wouldn't complain if those $19.99 HD new releases — which are sometimes more than the cost of a physical disc — dropped in price a bit on iTunes.