While people are rallying around with pitchforks and flaming torches to take part in the unending console wars, it's time to take a step back and view things differently. The gaming industry is aggressive and sometimes even rabid - there's no secret there. But gaming aside, another campaign being fought is that of the next-gen media format: the digital download.

The "movie download" industry has actually already started for quite some time now. You've got companies like Cinemanow and Movielink that are pretty well-established and successful already. New in the game would be the services provided by Starz's "Vongo" and Amazon's "Unbox".

Of course, this whole service wouldn't be just as booming without the specialized setup methods and software needed to download the content. What you need in your living room is a set top box to which content can be quickly transferred and is easily accessed by the user.

Cue in Sony, Microsoft, and Apple. Cue in props: PS3, Xbox 360, and Apple TV. Three new players in the game and it looks like it's going to be one fierce battle to be reckoned with.

Helm's Deep hasn't seen a battle this intense. Just before you pick up your pitchforks once again, click on the "Full Article" link below to see the 411.