what i dont get is that if you paid to download the file, why should you then share it after its downloaded ? which i know totally side steps the question as to whether bitcoin would be good as a payment method

You could have for instance varied pricing based on ratio.
Let's assume again Marvel Studios goes with that model and you bought Iron Man 3 and shared that a bunch of times you might get a rebate when Avengers 2 comes out. On the other hand you might decide to get Iron Man 3 and stopped sharing right after you got the movie and thus sunk your ratio into horribleness, then you might have to pay a bit extra for Avengers 2.