An Apple Movie Streaming Service?

With Apple just putting out iTunes Radio, I have to wonder if they're going to take on Netflix next.

Personally, I'd LOVE this idea! I think that it would work great if it was in-sync with the iTunes Store, which has such a massive library of films and television series available - most of which Netflix does not...allow for streaming anyways...

What do you think? Do you think this is something that Apple will inevitably take on?