I've never paid serious attention to Amazon Unbox because I still thought it was a technology to get rentals onto your PC only, but I recently discovered that you can get your downloads to your TV with a Tivo. Amazon Unbox rentals are priced competitively with Apple, their interace is a little clunky compared to Apple, but looking at their video library they have a MUCH better selection: http://www.amazon.com/b/?&node=16261631 Not only do they appear to have all the proud new titles that Apple TV has ("3:10 to Yuma", "Michael Clayton", etc.), but they also have tons of movies Apple doesn't, like "The Bourne Ultimatum". I think Apple has digital downloads figured out a lot better than Amazon right now, but, I don't know, Amazon Unbox is starting to look kind of compelling. Hopefully Apple will get the selection they have sooner rather than later.