Or... just throwing this out here... they could start by selling actual digital goods which they advertise by a "BUY" button, and charge a service fee if you want them to keep a copy around in their cloud. That way you have your own copy, and the convenience of not having to keep track of where you stored those bits, and when the company inevitably dies/goes bankrupt/is sold/merges with Disney they stop charging the service fee and stop providing the service and you go back to keeping track of your own copy of the bits.