i can understand why apple has yet to add this feature. they don't want to ruin relationships with movie studios.... but it doesn't look like this tactic is working. how long since the last studio got on board with iTMS...? if apple is serious about their Apple TV and movie playing iPods, they need more content. and more importantly they need that content worldwide. iPods genius is not the iTMS. Steve himself admitted that not very many tracks are downloaded per iPod sold. if you could easily transfer you old movies through iTunes with pre sets for ATV, iPod, iPhone, etc they'd have an actually useful feature for the masses. a good reason for another big marketing push. are apples hands really tied on this, or do people think this could happen.