iTunes Store: Movies to Rent?

According to the Financial Times, Apple would be negotiating with one of the Hollywood majors to introduce a renting offer on iTunes Store. The movie would be playable for 30 days, and it would cost US$2.99.
We did not get any further details from our sources, but it would of course be an excellent news for the Apple TV as it would provide an additional feature to the device. Of course one will need to be sure that the video will be available in HD, while not taking hours to be downloaded, then if users like it, the sales of the Apple TV might finally take off.