It's not about selling a single product, it's about a general campaign to make people devalue traditional physical media in favor of purchased/streaming digital, again a system that they hold the keys to and the profit lever. How do you think something like that is done if it's done? With the single, obvious flip of a single switch and it's done, or a slow drip over time, subtle and from multiple angles.

You need to see the nuance, again, nothing is done at this level without careful consideration. It may not be their first priority, but at the very least it was "nice to have" messaging in the background.