All you have to do here is hit the play button when you have highlighted the movie you want. It will skip any iTunes extras on the film and just start playback.
Is that right? Could have sworn I'd tried that before - oh well, thanks for letting me know
TV did NOT prioritize renting over our own stuff. So our own movies were in "Movies," our own TV shows were in "TV Shows." etc. That incarnation looked like they put UI and intuitiveness first in how they designed the software. One could rent movies & TV shows too and the rental options appeared in the same menus.