With the introduction of tv2, Apple did away with the biggest media management problem: storage. How much time do you spend ripping, labelling, organizing and storing your media? If you spend more time doing the above than actually enjoying your media, then the answer is: too much time. I'm a big proponent of miniaturizing one's life, being able to fit all your critical possessions into one suitcase. The digital world has made that easier and practical than in the era of CD's and DVD's but many people -- a lot of you on this forum -- still occupy a lot of space, in your minds, with the task of maintaining all your multimedia. I'm also the type of person who doesn't mind paying to watch a movie every time I watch it, as long as the price is reasonable. A lighter load on my mind and the time returned to me from not having to maintain a large movie library is worth the price. If I pay $5 to watch a movie today, and 2 years down the road, pay $5 when I feel like watching it again, that's completely acceptable. Now the one Achilles Heal is that of availability. If a movie is available for rental today and gone in a few months, then this whole model falls apart. People horde movies because they like the idea that they can watch them whenever the appetite to watch it arises. If there's an uncertainty about if you'll be able to watch it in the future, the rental model won't work. What I'd like to see tv do is enable users to build a virtual library of their favourite titles and have Apple ensure that they'll be available for future rentals. This can be done by having a warning system. If a title is going to be de-listed from the iTunes store, it would be flagged in your library and you'd have the opportunity to go purchase it before it's gone. How many of you support the Rental model and who insists on purchases?