The Mouse steps on TiVo?

News today that Disney is launching a new service called Moviebeam that uses a Samsung set-top box, datacasting over PBS or ABC broadcast stations, and a simple PVR-style package to allow movies on demand, sort of. Your box automatically receives movie streams from the local datacasting station, and when you want to watch one, you order it up on the remote, at which point you have 24hrs to watch it. See the stories at cnet and the WSJ for more details.
Of course, this isn’t a direct attack on TiVo et al, but it’s pretty clearly a shot across the bow. They’re obviously aiming squarely at the video rental market, but it would be fairly simple for Disney to expand the Samsung box’s capabilities, perhaps by integrating it with a PVR. Interestingly, Disney has arranged to carry films by a number of other major distributors; this is more inclusive than I’d suspected them of being. ABC is one of the networks that doesn’t have an investment in any PVR vendors (or technology, AFAIK), so this might be their opening move to enter the market.