Let's see, $35K for the system + $500 per movie (not including the price of the HT) or wait 2 months and watch it for ~$20 on Blu-ray? That's a tough one....
In the Giz article one person commented that there are decidedly a fair number of people out there who have home theaters are are easily in the hundreds of thousands, so the cost of this system really isn't much comparatively. That's not an average consumer though, but I highly doubt this is targeted at the average consumer.