AMA could have spared a lot of grief and stood to profit substantially if handled correctly. They chose delusion of grandeur as some sort of big business deal instead.
No matter what route the AMA chose to deliver these DVD's those who oppose any right or wrong doing of the AMA would have shown up to stand their ground. ESPECIALLY those who wish the AMA should not be able to make money against the companies that try to make their living from selling DVD's to RC enthusiasts directly. The AMA took the path in which they believed would at least get a copy into EVERYONE's hands and hopefully they would make a few bucks out of it. Why do you think they priced the DVD at $9, do you think they pulled that number out of the air? Or perhaps based on market research of what the typical ratio of ROI from other organizations? Again, you underestimate the AMA ability to see things from a different point of view. Seeing that there are 60 full time employee's of the AMA who prolly earned their place in the org other then hitting the center line.