Paying for the content is what Apple TV is doing, isn't it? You can "rent" (one-time view) a video for a lower price, or "buy" the video at a higher price (whic

Paying for the content is what Apple TV is doing, isn't it? You can "rent" (one-time view) a video for a lower price, or "buy" the video at a higher price (which isn't the same as owning it, of course. It just allows you to watch it more than once). But you're still paying per individual movie.