Generally my Mac Pro can rip a movie in MTR within 10 or so minutes, then handbrake (Apple TV setting), it does the movie in about 50 minutes to an hour. If I want a turbo rip aka somebody just came to house with DVD, I set my settings for Mpeg4 and I get a feature film ripped with 10-15 minutes.
In laymans terms, my pops can come home with a DVD, 10-15 minutes later (think about it, who comes home with a DVD, and immediately pops it in DVD player), it's in iTunes library and playing on Apple TV.
I'm so Anti-DVD I refuse to play DVD's at this house, as long as this Mac Pro is here, I'm just not going to use the DVD player.