Stop being reasonable - this has nothing to do with reason
I could by a DVD, or I could pay 'extra' (currently often £0) for a DVD with Ultraviolet. If I can legally rip my DVD's to my local NAS for free, there is no reason for paying extra for Ultraviolet, and a company whose service I will never want will disappear.
I am avoiding Ultraviolet because every view is a download that will quickly surpass my ISP's limits and will almost certainly get bumpy when other people are watching Ultraviolet. With no recurring income, Ultraviolet's servers will die from lack of budget, and I will get the choice of pay per view, or my investment in Ultraviolet evaporating.