So I tried out the iTunes movie rental thing. I downloaded a movie last week and finally got around to watching it last night. The "expires in 30 days" thing changed to "expires in 24 hours" and the rented movie icon turned red (nice touch). Anyway, this morning it said "expires in 9 hours" and I figured I'd re-watch the movie to get my full $3.99 worth of viewing. Well, it just finished playing and it says "expires in 22 hours" again. I was under the impression that it counted 24 hours from first start, not from every start. Seems a lot more reasonable as long as you remember to start the movie every day until you finally finish it.