I'm a member of the Apple development community and as such have downloaded the new iOS5 and the update to Apple TV to allow me to stream from my iPhone to my Apple TV. I've also got the update to iTunes.
So this weekend, instead of tramping through to Montrose to Blockbuster, we decided to rent some movies via iTunes. And found out a rather interesting side effect.
Once the movie is downloaded, I could stream the rental from my iTunes on my Mac direct to the Apple TV. Wow. Full Res, good sound quality, no choppiness (most other download services tries to play whilst streaming, which fails on my ruralshire narrowband connection).
Nice. I now feel that Apple TV might be useful. When iTunes UK start to rent out TV series (as they do in the US) it might even be the preferred TV consumption model.