sounds neat, but i think that Apple needs to offer hd movies on ppv on this also, to match offerings by Xbox 360 and soon to be the PS3.
most people dont want to "Buy" a digital movie which can't be burned to disc. and even if it were, would be much lesser quality than a dvd.
I would rather pay a PPV rental fee. be able to watch it on my video ipod, apple tv or mac or pc on itunes. then have it expire within 24 hours of being watched. with a 1 month download cycle, so i can rent movies before travelling. then watch them as i like