the new apple tv is a nibby little box of tricks but the prices of movie rentals on itunes in the uk means i only rent infrequently. 3.49 for sd and 4.49 for hd is too much! i use lovefilm rentals mainly. a one off subscription works much better. i don' t often get my first choice but it is a lot cheaper. apple needs to sort out some sort of subscription service to make this work. any rumours to that effect?