I find myself wishing for a lower-overhead approach to this. 20% already gets the price from $14.99 to $12.49. I wouldn't be at all surprised if the cast gets less than 50% and lawyers get more than 40% of that. If true, that's less than $6.25 to the folks that actually made the movie and $8.75 (or more) of pure, unadulterated overhead. Finally, clicking on "where to watch" shows prices within $0.20 of each other. It's not ... not price-fixing, but it kinda is.

Also, "wholesale" is such a strange way to look at this. There is no way the digital asset is sent to them more than once. It's some kind of strange fiction for me to imagine, "here are X downloads of movie Y at a discounted rate. If you want more, you need to come back and purchase another X downloads." It's as if a download itself is a consumable that Disney provides.