MS aren't trying to capitalise because they were already planning to do the same thing. Maybe for the fact they did it first, Sony are getting all the heat while the other players are sitting back waiting for it to blow over. And it will.

The fact is, most people don't want physical media. Even the people complaining aren't really complaining about physical media, they are complaining about buying a licence to software, which has been a thing longer than most people complaining have been alive.