Play on it has had this ability for a very long time with Netflix and some of the other services it offers. This is a new overlay to make it easier and now you do not have to go into Media center with VMCplayit.
If you do not have VMC Playit but use play onit get that plug in NOW! A great one for media center.
"You buy a Ferrari when you want to be somebody. You buy a Lamborghini when you are somebody." - Frank Sinatra