I really don't understand how itunes movie rental approach will do anything for apple. First off the cost of renting a video online is retarded, you can go to a few video sites online and view movies for FREE. I was a bit interested when I heard the news since the view instant on netflix doesn't work on a mac, although after I reviewed the details, it totally turn me off. I'm sticking to getting movies in the mail, shit once I get the movie I just convert that shit into a mp4 and keep sending them back. I think in a month I converted 12 movies. So when I get the chance to watch a movie I have a good amount of options.
I think this is as a desperate approach to get itunes back on track, I really hate buying anything off itunes. Those fuckers put all types of blocks on the files and sometimes you can't even open your account.