i was thinking about apple's tv today, i mean the actual television they will come out with eventually. but besides from a unified simple, elegant and intuitive UI, and a beautiful display, apple are going to really need an ecosystem right? otherwise its just a nice tv with an apple logo on it. i was wondering - yes, apple is trying to get deals with the television industry- but why doesn't apple start by getting firmily into the rental industry? i mean Beyond pay-per-rental. i'm talking about taking on the likes of Netflix and Lovefilm. apple's rental experience has been great - incredible HD, almost blu-ray playback quality, that downloads fast and streams very well. but apple only are selling films and offering rentals on a pay-per-rental basis. why not do an unlimited monthly payment offer, where as many films and tv shows can be watched in that beautiful hd quality? if netflix and lovefilm can do it, why can't apple? this could easily power the Apple 'TV' box, but especially plant the seed for the apple television's ecosystem.