They should just turn it into a web-site.

I used to use iTunes extensively, but have since switched to Vudu (Walmart), Amazon Digital, and Play/YT for my digital rentals because I'd prefer to watch them in a browser or on a Roku, neither of which are possible in the iTunes/Apple ecosystem.

One big reason why is that browser video streaming is extremely reliable on a reasonable connection, but iTunes' rental buffering was a huge headache last I tried to use it (and the data usage significantly higher than browser video for some reason, even at the same resolution).