Getting Digital With Physical Goods

I recently spotted a (relatively small) ecommerce website that cross-sells mobile applications with its physical goods, and even sells bundled products with soft and hard goods.

Bundle

Cross-sell

Could this be a trend that picks up with the bigger sites this year? Think of the potential for application developers to team up with traditional e-tailers (in an affiliate relationship) for all sorts of industries - like travel, music, books, fitness/lifestyle, software, home improvement...