Apple To Add Movie rental To iTMS?

It's difficult to avoid mentioning this rumour: according to Think Secret, Steve Jobs could announce, at the WWDC Keynote. the launch of a Movie Rental Service included in iTMS. Apple is rumoured to have already signed agreements with Universal, Warner, Paramount and Walt Disney.
The service should start on August 7th and will offer movies for download that will be playable for a defined period of time.
It remains unclear which video format will be used (probably H.264), as well as the price of renting. Let's hope that Apple does not screw up this opportunity with a price that would not fit with the downloading time/playable period. In addition, Apple would promote for movies what they have fought over years with iTMS: claiming customers want to own the music, while the movie service is based on renting films…

JCJ