"Home networks and broadband content services still intimidate people, or even worse... consumers don't understand why they even need a network, as noted by a recent research study by Harris Interactive. But hope still remains. I think if CinemaNow wants to breakdown the barrier the company needs to partner with cable/satellite providers and integrate their service into the set-top box.[emphasis mine] Think of it as “enhanced” video-on-demand where cable/satellite subscribers can order past episodes (not to mention CinemaNow's entire movie rental library) through the interface they're already familiar with."
I hope Netflix beats them to it.