Yeesh. Too many technical restrictions.
Doesn't support the Mac OS, any browser other than IE, and earlier editions of Windows. Must watch on computer; can't burn to DVD. Needs WiMP10. Not transferable to iPod.
Sure, copyright issues are why you can't do things like burn to DVD, but Apple resolved that problem for music in the iTMS. In its present form, CinemaNow is more suitable for those who own media centers and want to buy movies to save to huge HDs, those who will only rent, and those who don't mind watching their movies on a computer screen instead of a TV. If Apple can provide a movie model that matches the iTMS music model (i.e., you can burn movies onto a limited number of DVDs), they can take over this industry the way they took over the music download business.