And everything stops at Boxee HQ while we unbox the latest gadget to come out of Cupertino.

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Amazon rents movies to users of PCs and TiVos via its Unbox service.

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No surprises here, but Amazon has taken their fancy new Unbox video downloads store live, and it's looking... download-ey.

ENGADGET: Amazon's Unbox video download service goes live

As for download format, the full-length and preview videos are standard .wmv fare, but can only be played by the Unbox player.

ENGADGET: Amazon's Unbox video download service goes live

This is quite a different tact than other movie download services, such as iTunes, Amazon Unbox and Xbox Live, and it seems primarily designed to protect video sales cannibalization while leaving out much of the convenience of a traditional movie download service.

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Unbox' usage terms are more restrictive than iTunes', but as with iTunes content there is a path to the living room via TiVo as well as a wide range of compatible portable video players, none of which, unfortunately for Amazon, has enjoyed anywhere near the iPod's popularity.

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From short clips off Google 's YouTube to movies and TV episodes downloaded from Apple 's iTunes store or Amazon's Unbox store to home movies from friends captured on a digital camcorder, and maybe even a bit of illegally pirated footage, consumers are getting their video from an astonishing array of sources.

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From short clips off Google 's (nasdaq: GOOG - news - people ) YouTube to movies and TV episodes downloaded from Apple 's (nasdaq: AAPL - news - people ) iTunes store or Amazon's Unbox store to home movies from friends captured on a digital camcorder, and maybe even a bit of illegally pirated footage, consumers are getting their video from an astonishing array of sources.

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