I am regular customer with Apple TV, VUDU and my Fios on demand. Lately I found that some movies go for as much as $20 and the only option is to buy it. Not that these movies in huge demand, these are the movies that do very bad in box office sales, so they are trying to make a buck selling it as "currently in theaters". It does not matter if there some kind of famous celebrity in the move, it just does not sell. Who gives them the right to charge $20 from cable company customers. I find it ridiculous.