Apple Sending Out Free iTunes Rentals

"Apple today started sending out free iTunes movie rental codes to many iTunes users. This seems to be random and we have no idea why they're doing this."

We haven't gotten one here, but it seems some people are getting emails with codes for free iTunes rentals.  Apple hasn't given a reason for this, but I suspect that it is meant to remind customers that you can rent movies from iTunes.  Personally, I've never rented a movie from Apple, and I'm sure there are plenty of people who haven't either.  Maybe this will convince people to give it a try.  I just wonder if Apple is rolling these out to everyone, or if they're basing it on recent sales of AppleTVs or iPads.  Perhaps it is entirely random.  What do you think?