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.