PS3 - Best Buy Movie Service Cineplus (I think)

Looks like PS3 has implemented a Best Buy owned movie service.

If my first browse is correct:

Rentals are cheaper than the PS store
AND they're hardware agnostic.

This would allow me to buy a movie (which I probably wouldn't do, though inception was 6.99 almost rental cost) and access it from either PS3.
If this is the case, I'll tell you for sure my movie buying $ will be going here instead of the PS store.

I've purchase a couple of movies for the kids. Batman, Superman, etc. They'll watch these over and over. It has always bugged me that I'm pretty much stuck with it on the console where I bought it.