Well, movie rentals didn't work out too good for them, but now Wal-Mart keeps forging ahead by joining the ranks of digital movie download retailers.

According to a published report, the biggest of the big box retailers is launching the new download service with an exclusive Superman Returns DVD bundle that will contain a video download option with the purchase of the actual DVD.

If that doesn't make sense to you (buy the DVD, then buy the download?), then you may not be the only one scratching your head.

But NetFlix is sure to be happily waiting in the wings if this idea doesn't fly -- they benefited quite nicely when Wal-Mart jettisoned the movie rental idea not all that long ago ...