I guess this isn't happening then? http://www.google.com/loon/
Maybe whoever wrote this article isn't impressed by interesting things that these companies create. Do they believe that because they are big and their innovations should also be "big"? This article is stupid.
Where I live in Australia it costs around $17 per adult to see a movie at the cinema. The last movie I went to had around 8 people watching it. If they charged $5 per adult I bet there would have been a lot more people watching that movie (that may have also purchased overpriced crappy food from the candy bar).
It is ridiculous to expect $17 from someone to watch a shitty movie, considering the majority of movies pumped out these days are pretty terrible.