The iTunes Media Store

So there are some rumor about apple is going to sell long movies via iTMS. Why not? And they may also going to sell eBook, eBook enhanced movie, VH1 style enhanced movie. Also they could sell electronic version of papers, news... You may ask what's the difference between the websites of those papers and TV the iTMS version? We can read it directly on the iPod. So why not we call the iTMS the iTunes Media Store?