Of course patience is applicable here... But where is the experience of walking into a giant virtual Blockbuster. I do like my new AppleTV but the lack of contact is BS. As soon as I saw the announcement of rentals the thought of not going to the store for my wife at 8 pm cuz TV sux was enough for me to shell out dollars for it. My experience so far is fantastic... HD movies are clear and cool. Problem is this... when are we going to see 7000+ movies and more like NetFlix has? I am surprised with Apple's track record and all those studio announcements that they weren't better stocked up. There should be a larger selection for sure and they should at least be adding things every day. Anyone have a guess as to why they started out with a big fat Westerns section? Think Jobs is an old cowboy fan?