New ebook/dead-tree combo offer...portant of things to come?

Eric Mack points to one new publisher who appears to be an innovative, or at least new, approach to book publishing.  Publisher, Pragmatic Publishing is giving customers the ability to purchase books in three different ways:
1. Books in print, for this who want the physical book
2. eBooks in unrestricted PDF format with free lifetime updates
3. Combo Book + PDF* for people like me who want to enjoy the book in both formats

If you follow the comments you'll see people asking when mainstream publishers are going this route; Pragmatic is a fairly small publisher.  I would buy books like this in a minute.