So the good news is that there are TONS of brand spanking new movies like "Juno", "Cloverfield", "Walk Hard" that popped up on Apple TV all of a sudden, and the even better news is that the mysterious option to buy instead of rent a movie popped up all of a sudden, but the bad news is that all these super-new releases only have the "Buy" option, you can't rent them yet. Weak! I wonder if this is a marketing strategy on Apple's part, where the people who really want the movie have the option to buy for the first 30 days (because buying has a higher profit margin) then everyone else has the opportunity to rent only afterwards. Not a bad or unworkable idea, but I think it would be annoying to have to keep checking back to see if you can rent a given video yet. What do y'all think?