Apple has a mysterious announcement that is generally believed to be the Motorola iTunes phone. I'm sure that will be part of it, but I am expecting three times more. This is just a guess on my part and could still be scotched by some last-minute deal explosion, but this is Apple's best chance to position its offerings for the Christmas quarter when it sells more of everything. If I was Steve Jobs and I had a movie download service ready to go, I'd think of announcing it soon, perhaps accompanied by a new Airport model and a Mac Mini free test drive.
But that would just be a guess.
Link.
I know Cringely has some crazy thoughts but he has been harping about a Movie Store for some time and I doubt he would just make this up without some sources. This could also explain someone at Apple jumping the gun on the test drive.
One can only hope.