HD viewing still not available on Play Movies through browser!

I just don't get it. Why can you only view HD content purchased on Play Movies through Android devices and not through your computers web browsers (Chrome at the least)? Doesn't make sense to me. I know im not the only one that has search for the answer, but i cannot find one thing about it (even through Google search). Can anyone enlighten me on this situation? Are they trying to force you to buy a Google TV product? I would like to watch what i purchased on a larger screen and if I purchased it in HD I should be able to watch it in HD.