I like the idea of a subscription service that allows you to keep the content, even if you end the service. Apple will gain more support, they usually do- just look at how slowly their video content came along but now it is booming with thousands of selections.
Seeing as I've already supplanted my cable service with Hulu, Apple has to make this a good deal to win any customer support. HD has to be standard- and I'm talking real HD, not iTunes' higher quality version which still shows how poorly compressed it is. I'd also like to have a number of networks included in some type of bundle, instead of an ala carte plan with a high price per network.
I guess Apple's main rival will be Hulu once they offer their paid version sooner than later. The race is on!