Amazon’s got the brand recognition, and the marketing savvy to own the digital video space. It’s a very crowded playing field in the digital download business when you consider iTunes, Zune (the Microsoft answer to the iPod)  Urge, and not to mention YouTube, and DivX (a Google partner)

AdAge looks at it as "the digital version of the Netflix rental model."

Having watched the FishBowl experiment on Amazon, I can see how they’ll find some very creative ways market their service. Apple, meanwhile is rumored to have a larger video iPod, so suddenly it could be a battle between not just like-minded services, but service provider vs technology.