Apple Digital Movie Rentals?

According to G4TV yesterday there are rumors circulating that Apple wants to take on the digital movie rental market. With talks like this are we really that far from the digital age that everyone is talking about. Personally I think this might seem appealing to some but it will be a while before we all will stop going to the local Blockbuster to pick up a newly released movie and package of microwave popcorn. For one thing if they are to succeed in this market they will have to tackle the popular and growing Netflix with their cheap digital downloads.