The german website
fscklog has published a
link to a webpage displaying many screenshots featuring icons and buttons found when looking into iTunes 5 resources. It makes the rumor of the iTunes Video Store a bit more real; especially when looking at those buttons : "Gift video", "Buy video" et "Add video".

It also seems that the icon associated to the video file is already available:

It is clear that the Video Store project is real and being developed. The last remaining question is : when will it become available, if it does.