Are you looking for Blue Light Specials on movie downloads? You're in luck, because K-Mart parent Sears Holdings
Alphaline Entertainment is powered by the software and content library of Roxio maker Sonic Solutions
The main difference seems to lie in pricing points -- Inception is available for a 24-hour rental from both sites for $3.99, but Alphaline would also sell it to you for $19.95 while Best Buy
Some might call the launch an attack on Netflix
Sonic, which is in the process of being acquired by information collector and advertising operator Rovi
For Sears, it's a simple money grab with off-the-shelf services and minimal branding effort involved. Sonic sticks another brand-name feather in its hat, perhaps attracting new bidders with pockets deeper than Rovio's. And Netflix yawns, then checks if anybody else has a serious challenger to its long-tail subscription market in the wings. Nope, not today.