For rentals, it might not be too much of an obstacle. It seems to me that the "new releases" could be found using the ATV (as is now done for purchases), but still keep the iTMS searchable for older programs from your Mac (for purchase and download). Rentals are temporary, thus could be downloaded directly to the ATV (for an set duration; x number of days or x number of views, etc.) while purchases would still be made from one of your Macs.
What they need to do, though, is to separate themselves from BB and NF. Give us downloadable, rentable HD content (with true 5.1 audio) and you can kiss BB and NF goodbye!
"Walk into a participating Starbucks with your laptop, iPhone, or iPod touch and buy whatevers playing along with millions of songs on iTunes while your latte cools."
Personally, I think this would be a good idea. Browse the selection of movies from the couch, purchase, download and watch. More so with the rumors of rentals on iTunes.
Then, like the Wi-Fi store, sync back to your main Mac connected to the AppleTV.
"Walk into a participating Starbucks with your laptop, iPhone, or iPod touch and buy whatevers playing along with millions of songs on iTunes while your latte cools."
They'd have to bring out some kind of keyboard so you can type your search, but then you'd have keyboard you'd only ever use once in a blue moon, I don't see the wifi store coming to the tv
They'd have to bring out some kind of keyboard so you can type your search, but then you'd have keyboard you'd only ever use once in a blue moon, I don't see the wifi store coming to the tv