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If Wal-Mart wants to quit purchasing DVDs as retaliation I'm sure Target will be quite happy to hear it and reap the rewards. There might be a few instances where I would down load a movie from iTunes but I'd rather have the DVD. I already shop Target rather than Wal-Mart so there's not much of an issue here for me. Other people who do shop Wal-Mart for DVDs will soon go somewhere else as well. I would love to see the masses get tired of Wally tactics.