Don't know if anyone else is as excited as I am about this, but Roku, the makers of the $99 set top box that streams netflix and other channels to the TV has opened up its SDK (announced earlier, but made available yesterday). I've been playing around with it and the potential to directly stream films to purchaser's homes is significant. I'm a programmer by profession, so the BrightScript scripting language that they use is fairly trivial to use, but I suspect will be easy also for others to develop to also. It doesn't provide everything for the delivery pipeline, but a very important component.
Roku Developers | Roku Software Developer Kit, Roku SDK (http://roku.com/developer)

Greg

FYI, I've blogged about the process of creating a channel at: Beyond Blue Eyes Film Production BLOG: An indie filmmaker's experience in creating a Roku channel from scratch (http://blog.beyondblueeyes.com/2010/01/14/an-indie-filmmakers-experience-in-creating-a-roku-channel.aspx)