iTunes, Apple TV - Buy now feature.

With Apple gaining seller rights to new release at the same time as DVD release dates; it's no wonder that it quietly added the "buy now" feature in Apple TV devices. Why would someone want to buy a movie for a proprietary set-top-box? I get the detachment to physical media. For one, it's a pain to store! Shelves lined with cases, mostly just collecting dust. Apple TV rental window made it easy to rent and watch movies with you Apple TV device, now you can buy and store them on the device. Let's hope they keep a purchase record in iTunes or allow a Time Capsule backup to safe gaurd your purchased media!

With Apple using a time-based DRM (digital right management) for rental video, how will they handle the digital content they sell you? Probably with a digital iTunes certificate that will allow you to transfer to your iPod or iPhone. Don't expect to be able to rip any DVD's. I'm sure you'll find a way to do the MP4 to DVD conversion and strip the DRM.