I just rented an episode here in Canada using my US iTunes account and I can see myself using this service more and more. I used to have an Apple TV a year an a bit ago but sold it because I hated having to manage storage and hated buying TV shows that I would only watch once anyways. With the 99 cent rentals I can see myself using the service a hell of a lot more even as an impulse purchase to try out a new show. Beats the hell out of buying a TV show for $2.99. I can see this catching on provided the content is there. P.S. I'm loving the fact that I can rent some BBC shows such as Top Gear and Little Britain for 99 cents.