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Warner Bros. is going to let users rent movies on demand through Facebook. Unlike some hyperventilators, I do not think this is the future of media, let alone commerce, but it’s an interesting experiment by the studio. Warners is smart to try this early, to gain some experience about content discovery and promotion on Facebook, and with its Credits virtual currency. And maybe there will be Facebook TV someday. Content discovery and consumption on social networks seems more natural than shopping on them. Though a social experience for many, shopping is usually very directed and purposeful online. The few products that lend themselves to instant gratification (including digital media) or regular replenishment might work. Social promotion and sampling should be very successful.