Disable Shipping For Product

Can I disable shipping for a product? I have created a new product - a video stream - what - like an edp does not require shipping. Of course I can mark it as free shipping but that looks odd, and at checkout they may still see shipping methods.

How can I disable/skip the shipping for that product all together?

Would be nice if shipping properties had a check-box named 'No shipping required'.

Any thoughts?