Clearly as much as you many would like to make this a technical issue, it isn't its a business issue.
People, me included have been upset with the download speeds of movies and many will not use Apple to stream rented movies into the future because of this.
Now I live in the UK a small island with 60-70 million people. I live in a high populated area which is well served by internet, I get 50mbs.
My expectation of time to download a movie is 20 minutes maximum, which is poor level of service when compared to Netflix, ILovefilm etc.
Of course if Apple does not want to extend its service to the UK, put in servers located to the major network hubs etc then I really would prefer that either:
a) Apple indicated that service quality is poor in my area
b) Apple did not offer the service in my area.
Then my expectations would be lower and I would use the service with lower expectation probably as a l;ast resort.
Now as a technologist and IT software engineer I know quite a lot about computing but do not claim to be networking expert.
But when I am in relaxing in "Consumer" mode I don't want to worry about how my DNS is set up, which really should need to be altered for using a service such as Apple.
Afterall I don't need to update when using Netflix or ILoveFilm.
Therefore I have written off Apple as a supplier for movies until I get a sensible answer direcetd at the consumer level explaining why they have had problems and what they intend to do into the future.
It's a problem of expectation, Apple are failing in this area in the area of movies.