Here is a good article to look at with bitrates and HDTV
http://www.audioholics.com/education/cables/hdmi-1-3-cables-bitrate. The bottom line is you can not get uncompressed HD video, 720p or higher, into your house today over existing networks. I believe commercial cable/satellite compresses HD into something under 20 Mbps. I have Comcast and get a pretty solid 5 Mbps and bursts above 15 Mbps. Since I can watch an HD rental on my AppleTV pretty quickly, I would think Apple has compressed the HD rentals in that range some where.
BluRay is much closer to native and the picture is going to be far superior.