What Adobe is thinking is in http://www.adobe.com/products/encore/faq.html
>The trend in the video and broadcast industry is moving away from physical media distribution. The future is in cloud and streaming content
I guess Adobe management thinks that everyone has high speed Internet access, and a "smart" TV to connect to the Internet
That may well be true... in a few years... but right now, people still buy/rent a DVD or BluRay