Not that we blame them for a second. Porn could be CinemaNow's secret weapon in the online-video battle. In a comparison test between online movie rental stores Amazon Unbox, Apple iTunes, Netflix and CinemaNow, Bloomberg News today rated CinemaNow the highest with an 8/10. Bloomberg's writer rewarded the site for its mix of new and old titles and its easy user interface. (The review did not clarify whether the site can be operated one-handed.)

The porn business has always been the first to monetize new technologies on the Internet. So while Apple, Amazon.com and Netflix wait around for watching movies online to become a mainstream activity — some go as far as to predict Netflix won't survive to see it happen — Microsoft, Cisco, Lionsgate, and CinemaNow's other backers may come to know the true meaning of "money shot."