The folks behind Bit Torrent have been working on plans to launch their own legit video store for some time. They've been pitching their technology as a legitimate distribution medium to major Hollywood studios. In order to gain the industry's trust, the company has been desperately trying to shed the "piracy tool" stigma.

The quest for Bit Torrent legitimization has included embedding Bit Torrent in consumer-grade routers and pushing the idea of cached content to ISPs (largely so ISP network admins stop throttling the bandwidth hungry app). They've been so concerned with their image, they've stopped using the term p2p, instead preferring the term "peer-assisted."

Despite all this work, they've struck just one distribution deal with a Hollywood studio. Light Reading says this has delayed the store launch. "We're not concerned that we are going to be able to launch in time for the holiday season -- that's not relevant," insists one project backer. "This is a lifestyle product; we want to launch with thousands of titles, not hundreds."