It has been discovered that iTunes 7.5 carries resources indicative of forthcoming movie rental and video on demand functionality.

 

rental-content
rental-bag
rbsync
source-rental-info
dest-rental-info
getvodaccountselectionlist
GET VOD ACCOUNT SELECTION LIST
supportsRentals

No word yet if this would be a hidden feature yet to be enabled by apple or they were just testing the ability to stream content that way. Also, deals yet to be made with Hollywood studios in regards to an online service that would launch this fall.