Vimeo introduces Vimeo on Demand, a way for creators to 'sell' (or rent out) their film clips to their audience directly.
Vimeo On Demand, a totally open platform that enables you to sell your work directly to your audience. If you’re a Vimeo PRO member, you can distribute your work the way you want, with all the power of Vimeo’s HD player, easy-to-use tools, and wildly passionate audience.
This sounds great, and is surely a very good idea for Vimeo as well who need to monetize™ their site too. (My god, I just said monetize, who drugged my latte?). The 90/10 spilt? Creators keep 90% of the revenue after transaction fees, woo! That's a whopping $1.8 out of $2 guys. Watch out for the "after transaction fees" bit though, as Paypal (for example - might not be used here) takes 44¢ out of those two bucks, now you're getting $1.40 out of each $2. Man, math is hard.
It does offer creators a platform where they may distribute their content as they see fit, and we shall not knock that. We're watching with interest where this will lead to in the future of content distribtion.