that's practically the price of a bluray...
... Why would you pay for a hi-def download when you could get a better quality DVD?
Have to say I agree....I'm quite disappointed on the quality and prices.
$19.99 for a 720p movie? You're kidding, right? When I saw that HD was finally available, I thought it might be time for me to finally get that AppleTV I've been eyeing....but then I saw the prices.
And $5 to RENT it? You're kidding, right? I get 3-at-a-time Blu-Ray discs from NetFlix for $17.99, so if I cycle through them only twice in a month, I'm getting 6 full-HD (1080p) movies for what I'd pay $30 through iTunes, and for lower-quality. Oh, and with that, I get unlimited streaming from Netflix of over 10K movies (granted, most are older, but still...).
I'm as much of an Apple fanboy as anyone, but c'mon guys...let's at least make it price-competitive, please!!!