They need to somehow compete with the new Zune marketplace on the 360, wich offers instant on 1080p movies. I am in the beta test for the new update, so I get to try out all the new features, and the last.fm and facebook apps are good, as is the zune marketplace, but I don't think I'll every buy/rent movies that way. At least their HD movies will have 5.1, but I doubt there will be a lossless track available.