Apple fanatics have uncovered some code in an iTunes software update hinting at a video rental service. Now every blogger on the planet is running around like decapitated chickens. Why the fuss? We all know iTunes video sales aren't rocking. This is an inevitable move on Apple's part as rivals move in. Rental is the business model of choice for Vudu, Microsoft's Xbox 360, and most likely Sony's PlayStation 3. For some reason, content producers feel it's more piracy-proof than direct sales. Don't cancel your Netflix memebership just yet, though. Building the code into iTunes is one thing. Striking agreements with balky Hollywood studios is quite another.