UFC and WWE PPV matches on iTunes

Not sure if you're an Apple guy, but I discovered tonight that UFC and WWE sell individual PPV matches in the Canadian iTunes store. These have been available in the US for a while, but now us Canucks can get in on the action. So instead of buying an entire DVD or BluRay, you can cherry-pick the best matches from PPVs for a few dollars. Sweet deal. I'm just downloading the two title matches from Elimination Chamber. Shame Amazon just shipped my Mania BluRay or I would have forgone the entire show to buy the top few matches individually for a third of the total price.

It's a neat idea, but $3.00 a match!?  I thought iTunes was supposed to be all about the $0.99 price point?