Why would anyone pay for itunes rental when you could just get hulu plus and pay $10 a month and watch allot of tv shows as many times as you want? If you use itunes rental you would pay more then $10 if you watch more then 10 shows. So Hulu Plus is a better option. I have netflix and Hulu Plus so I'm never going to rent from itunes because it really isn't cheaper. Maybe apple should do a subscription service and charge monthly so you can watch all the shows you want without paying 99 cent each show. what do you think?