I like Netflix - I pay a fixed amount per month and can watch as many rented movies / TV shows as a I want (subject to having a fixed number at any one time, and transportation time lags.)

I like Apple TV - instant gratification whenever I decide I want to watch something.

What I really want though is the combination of these two things. On-demand access to any HD content for a fixed monthly subscription (even if there's some kind of limitation to make sure I don't try and watch 10 movies a day.) Mr Jobs - make this happen.