Digital Equivalent To FREE + Shipping?

Hey!

Thanks for reading this thread!

Up until now my business has been offering a DVD for FREE + shipping to get customers into our membership site (continuity).

I did some surveying of my list and 82% preferred to get their content digitally over physically.

I also built a new membership site where all of these videos can be hosted.

This is great news because a) more of these guys want the videos online so this will improve conversions and b) the cost of printing and shipping will be gone so there will be no more Cost Of Goods Sold (meaning more profit)!

But here's the challenge...

What reason can I come up with for charging them a small fee on the signup in order to get their Credit Card for the continuity? "Shipping" used to be the trick but now that I am offering everything digitally, what can I charge them for?

Some ideas:

Download costs?
Hosting costs?
Membership Site Transaction Fee

Any creative ideas you have are appreciated big time!

Thanks again,

~Sean

ps. I know that a lot of IMers will say "Survey results don't always show what the market actually wants and physical products have more perceived value". I have done extensive surveying and my niche is 17 - 25 year old kids that want EVERYTHING digitally.