A month ago I wrote about a potentially problematic new section of iTunes -- potentially problematic because it was going to bankrupt me with its great deals. The section was an "Under $5" area which offered up a handful of movies for $4.99 or less. But now, it's gone.
In its place, Apple has a "Great Movies Under $10" section. Not only is that obviously a worse deal, but what Apple doesn't bother to mention is that most of the movies sold through iTunes are under $10. Almost all but the newest releases come in at $9.99 -- the same price that all these "great movie" are available for.
It's hard to know why Apple did away with such a great section after only a few weeks, perhaps the movie studios it has deals with didn't like it. After all, the prices were so good that they actually undercut the movie industry's (shrinking) golden cow: The DVD. But Apple also got rid of its (bad) "This Week's Great TV Shows for Under $10" as well, so perhaps it is just a shift away from the deep-discounting strategy.
To be fair, Apple did label both sections as "Limited Time" offers, but most people assumed that meant the individual movies and shows (which changed every week) rather than the whole sections themselves.