Being a citizen of Sweden, I don't have access to the Movie and TV show content of the iTunes store, until I created a USA account when I imported my iPad. The US iTunes store was the only place where you could get most of the iPad apps from day one.

I recently started using this account to purchase TV shows and I love it! Nothing new for US customers of course, but just how easy it is is amazingly accessible. I use my Apple TV to browse and buy TV show seasons or even TV show episodes.

But my AppleTV fills up really quickly, and my iMac which it syncs with does as well. Why am I downloading this? I can totally understand downloading it for using it on my mobile devices, but why am I doing it on my Apple TV? Why not just buy a "Season Pass" to Top Gear and then have all the episodes streaming to me on demand? Come on, you're already downloading it once to every customer, and it's highly unlikely they would be watching the same content over and over to saturate your bandwidth that quickly, right?

We have Spotify here in Sweden, which is much like iTunes, only you stream all the music and you get rid of the adds by subscribing to the service (plus, you get the iPhone app, handy).

Apple has already conceded that people doesn't want to own their movies, thus they offer rentals. Not on all movies, but many. And that's just perfect for me. My reason for buying physical media is that you usually get a nice case that fits nicely on your shelf, but once you move into digital content, I don't have to own it for $20 to take up place on my hard drive, I rather rent it for $3 every time I want to watch it.

Same goes for TV shows - only you are less likely to watch these more than one time. Give me a season pass and stream the TV show to me when I want to see it. Put it in "My TV Shows" on my Apple TV menu but not on my Apple TV hard drive.