stumbled onto this article outlining a feature/flaw in the itunes rental schema. according to the post unless your new HDTV is capable of decoding HDCP (High Bandwidth Digital Content Protection) it will be unable to play the movie you just rented from the itunes store. this is another case where people trying to legitimately purchase a digital download but will be forced by the content industry to “pirate” it instead. this sucks cos i just bought an appletv over the weekend and am unsure as to whether my tv is HDCP compliant.