You know the traditional business model of Hollywood is well and truly broken when an open source application like Popcorn Time comes along and does everything right. What Popcorn Time has done by making accessing content on demand easier than ever before is nothing short of impressive. They're the Netflix of piracy and I think Hollywood can learn a lot from Popcorn Time (but as history has proven, they won't).
How does this differ from iTunes? There's a business model that works, and the experience is pretty much exactly like Popcorn Time, except iTunes has those pesky Rent/Buy buttons.
In general iTunes manages to be bad in almost all ways software can be bad. In my mind, it's one of the worst applications I've had to deal with in recent years.
Imagine a world where content providers made content available for purchase over an open protocol, and allowed anyone to build apps to buy content on top of it. With real competition on the app side of things, non-piracy apps would be more usable than Popcorn Time, and things like iTunes would die in a heart beat.