Ringtone Vending Machines?

Apparently, various retail outlets are going to start putting ringtone vending machines in their stores, so that shoppers can buy and download ringtones from the machines - bypassing service providers. My only response is, but why? Why would you ever need a vending machine for a virtual, connected product? It's backwards. Shouldn't users just be able to download the ringtones they want, however they want - without having to worry about a vending machine or what their provider is limiting them to?