On Tuesday morning, Apple announced the all-new Movie Rentals in the iTunes Store. Fantastic idea, god-awful implementation. Here are a few points to add clarity to how bad we’re in trouble, and how completely out-of-touch Big Media is with the real world. iTunes Movie Rentals debut 30 days after physical DVD releases. — That’s right, 30 whole days. Why? I have no idea, other than Big Media wants to get people to drive down to their local Walmart store and purchase a physical box with a physical disc in it first.