Well, they didn't put the strings in there just for fun.
I hope this is a feature they plan to add to the practically abandoned Apple TV.
Recall that when Apple decided to report its iPhone revenues over a 24-month period to allow it to comply with accounting rules (Sarbanes-Oxley) when adding new features to an already-sold product, it did the same for

Apple will really have to beef up the library -- a lot -- for a rental service to amount to much more than a research project. Apple is going to have to get significantly more legitimacy from the studios to have any sort of movie future. So far, the iTS movie selection has consisted mostly of year-old-or-older movies the studios have tossed out to see what would happen. The answer so far is not much.