(Business 2.0) – Why release physical CDs if consumers are just going to rip them? That question is prompting an unprecedented move by Warner Bros. Records. On Sept. 13 the label will unveil the debut album from Ohio rockers the Sun without a CD in sight. Instead, the 14 tracks from Blame It on the Youth will be offered exclusively as downloads through iTunes and other online music stores. Consumers craving a hard copy will have to settle for a DVD featuring a music video for each song; the audio portion can be ripped to an MP3 player or a hard drive. Warner execs say they'll be watching the sales figures closely, and if the plan succeeds, consumers should expect more CD-free albums in the coming year.