First revealed in rumors last week, the Comcast Xfinity TV Store is now available, selling movies and TV shows. Until now the cable company has offered its traditional video subscriptions, PPV and video on-demand rentals, but now it’s offering more transactions of a more permanent nature. Pricing and content is similar to that of other digital sores like Amazon VOD, iTunes and Vudu, but it has the extra edge of working with user’s existing cable TV set-top boxes for viewing on TV, just like Verizon’s Flex View. Of course, most of us have one (or three, or five) boxes ready to access digital content but that may not be true for everyone, and any of the millions of customers with access to Comcast VOD should be able to use this. On other platforms, the videos also stream to PCs via the Xfinity Purchases website, and the apps for iOS and Android have already landed.