For now, we are stuck with a two-application world, and that's not going to change for a little while; iTunes/Apple is still too powerful a distributor, and the movie studios, well, they're pretty darn powerful, too. As for the Flixster app, it isn't perfect, but it gets the job done for the most part on all of my devices (TV, Android phone, iPad, etc.) I will say, pay attention to the fact that you can 'download' your purchases on most devices, which allows you to watch without a wi-fi (or other) connection. Useful for plane-rides, etc. You can also try Vudu (or however it's spelled), and it seems like BestBuy has finally jumped into the ring (a ring they notably signed up for a long time ago) with CinemaNow as well. I haven't seen anything about their apps, however, that would inspire me to jump from Flixster.
As for the argument 'at large' going on here, it's kind of strange to me. I am a big fan of Apple in many ways, but I sincerely can't understand why people are 'offended' by UV. Apple is a distributor in this context. They are a wonderful computer company that builds downright incredible products, but as far as iTunes goes, they are just another distributor pushing proprietary licenses to chain you to their hardware. Why would you knowingly vote for that as a consumer? I understand full well that in a developing industry, distribution is king. But guess what? The digital age is upon us, and content is becoming laughably easy to distribute. HBO's snub of Netflix has made that painfully obvious. And, hey, shouldn't we be rooting for the HBOs of the world? Aren't the best content creators who we want to throw our money at?
Either way, the fact is that, at this point in the game, when you buy a digital movie from iTunes or Amazon or Google or any distributor, you don't "own" a digital version of the movie you purchase. You own a license to it, and that's reflected in the DRM sunk into the metadata of the movie. This is why you can't play your iTunes movies on, say, your PS3. UV seeks to reconcile this "distributor model" by simply keeping a list of the licenses you own in the cloud. That's all it is, a list of the movies you've purchased saying that you've purchased them. Any application that acknowledges that ownership can then allow you to stream or download the content. So easy. At the end of the day, I have to believe that Apple and Google (the two big boys who have yet to sign on) will capitulate to UV. Google needs to expand market-share too badly not to, and Amazon already proved in the music space that can push Apple around.
This is my first post here, and I'm aware that they makes me a 'troll' of some sort (I'm too old to understand if I've got that right), but as someone who was ensnared pretty badly in the digital music clusterf*ck that dominated my generation, I can't believe people are actually voting FOR iTunes supremacy here.