Presented, seemingly, as almost an aside to their full E3 keynote, Microsoft's last revelation might in fact make the biggest difference to Xbox 360 gamers. "Games on Demand" is launching in August, initially offering a range of 30 titles that can be bought with a credit card and downloaded directly to the console.
Each of the titles will be digital copies of the full, retail game, as if you'd queued up in the rain waiting for your local store to open on launch day. New games will be added weekly, and the pricing will be the same as for a boxed, physical copy.
As for game rentals, an unnamed Microsoft spokesperson confirmed that they won't be available in August but that it "sounds great for the future". Whether that pans out to an actual launch remains to be seen, of course.