What market is Apple trying to get into here? You can rent TV shows for $1 and movies for $5, or you can buy them and stream them to your Apple TV (but you have to have your computer on to do so). There isn't enough there to replace your cable company. I can just DVR anything on TV for the $5/month to go form a cable box to a DVR. You can stream Netflix, but almost everything does that (PS3, Xbox, most new bluray players, or you could just connect your computer to your TV). You can buy a bluray player for a little bit more than Apple TV and get an unlimited rental plan from netflix and use their streaming capabilities. I pay $15/month for Blockbuster online for unlimited rentals/in-store exchanges (better for me than Netflix since I have a Blockbuster 1/2 mile from my house and I was grandfathered into the unlimited in-store exchanges). At $5 a movie rental, I would only be able to rent 3 movies a month for the same price with Apple TV. Then there's Redbox: $1 per movie, or a little more for bluray. I just don't understand where this product fits...