Apple Launching iTunes Video Rental Service?

Look inside the code of the latest version of iTunes (version 7.5), and you will find eight lines that speak volumes about Apple’s next move in video. Movie rentals and video-on-demand, it appears, are now baked into iTunes, just waiting to be turned on. Look at the code of the new version of iTunes and compare it to the last version, these eight lines pop out:
rental-content
rental-bag
rbsync
source-rental-info
dest-rental-info
getvodaccountselectionlist
GET VOD ACCOUNT SELECTION LIST
supportsRentals
Apple has not announced anything on the movie rental or video-on-demand (VOD) front, but these lines suggest that these options may be turned on soon. It is not clear what the difference between a rental and a digital VOD would be. Perhaps the VOD option will be for Apple TV?
http://www.techcrunch.com/2007/11/09/movie-rentals-are-baked-into-the-latest-version-of-itunes/