Yeah definitely, not sure how popular blurays are in the ski industry, i guess if you own a ps3 but who outside of that owns a bluray player? discs in general are a dying medium, soon everyone is going to have a smart tv/box connected to their tv that plays HD/4k movies in the future. I think itunes is the best way to get it out to everyone, independent digital downloads are less marketed, etc.
That being said, vimeo has a buying program now where people can rent/buy movies, l1p and 4bi9 are both going to be using vimeo this fall. I think vimeo takes less of a cut than itunes.
And 12.99 isn't that bad, I'm pretty sure most companies charge at least 10-15 on itunes and HD video probably costs more to distribute, due to file sizes. Feature length movies are 20+ usually and arguably smaller companies need to charge more money because they have less buyers vs feature length.
Anyways, digital download is the future. Discs will be done in 5 years.