Loving the fact that you can now purchase and download video from iTunes either on the computer or on the iPhone, and watch it! I think this will encourage more people to use iTunes as a source for downloadable video content, i personally have never downloaded a movie or tv show from the iTunes Store until the release of iPhone OS 3.0. I have since downloaded Stargate SG-1 Series 1 (will be downloading all of the series eventually), and "the Curious Case of Benjamin Button"
Now i can dowload a complete tv series or movie, watch it in my home or take it with me on my iPhone ;)