Discs will carry a suggested price of $6.99 and are available in Austin, Texas; Peoria/Bloomington, Illinois; Charleston, South Carolina; and Kansas City, Missouri. The technology behind the concept is developed by a company called Flexplay and the format is called as EZ-D and is claimed to be 100% compliant with current DVD-Video specs.
Source: Reuters/MSNBC

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If anyone gets a chance to buy, test, or rip one of these things, please let us know how you made out.
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