I am certain people here will $&%^ about the lack of purchasing, but there are 2 things to remember:
1) You can still do it on your Mac and stream them. (Get off the couch for 30 seconds!)
2) I think Steve is right, this AppleTV contains the stuff the regular public cares about the most. I'm betting it will be much more popular because of the things it leaves out.
People want simple things to hook up to their TV. That's why only nerds like us hook up computers to televisions. If everyone liked that they'd have done it by now. But they haven't.
Simple. People want to rent The Bourne Identity.
They DON'T want to rent: AVI (Xvid, AVC, MPEG1/2/4), MPG/MPEG, VOB, MKV (h.264, x.264, AVC, MPEG1/2/4, VC-1), TS/TP/M2T (MPEG1/2/4, AVC, VC-1), MP4/MOV (MPEG4, h.264), M2TS, WMV9
:glassy eyed consumer: