I assume it's the same on US cable networks as it is in the UK but we've had this for a few years now via cable movies on demand. Virgin Media are the cable network operator and have a pretty good on demand service - 500 movies (including HD), pick of the previous weeks TV and a lot of full series (Lost etc.). Of course there's also the XBOX Live on demand albeit we've still a fairly limited selection.

The kicker for most people will be download times and fair use caps on usage. Again, those of us on cable can download as much as we want (albeit with throttling of heavy users at peak times) at up to 20 Mbit, but the majority of ADSL users have caps of the order of 5Gb on low price deals - a high def movie on Xbox live is around 6Gb.

Of course the other issue is most of us like to watch a film in comfort in front of a big screen TV with family or friends. Not hunched at the PC! I know PCs can be hooked up etc. but most people aren't set up for that.

Once we've all got mega high speed fibre connections then VOD will really take off, until then I can't see the Itunes rentals being much of a moneyspinner for Apple.

I've been renting movies online, from MovieLink and Cinema Now, for about 5 years now. Even tried Amazon Unboxed once, but I didn't like their software. So, I guess the answer is yes (: