Honestly, I can't believe this thread has gone on this long. Almost 5000 posts on BluRay. Really!?
I'm not surprised. It's a big issue for a lot of people who enjoy consuming content on Blu-ray. I do rent from iTunes occasionally and stream to an AppleTV, but the picture quality is laughably bad when compared to playback from a Blu-ray disc. So I can see why customers might like to have the option of watching stunning HD movies on their 27" iMacs for example.