We suspect the name "Unbox" only ever made sense to Amazon.com CEO Jeff Bezos. The online retailer has rebranded its video-download store as "Video on Demand." The only other big change: The videos will now play on Macs. They'll continue to be downloadable to viewers' TiVos, Windows Media Centers, and Xbox consoles. Flicks cost $2.99 to $3.99 to rent and $7.99 to $14.99 to buy. Another draw: Unlike Apple's iTunes store, you can get NBC Universal content from Amazon.com. (NBC vanished from Apple's store after a tiff over pricing last year.)