Content available in iTunes Store NOT available via AppleTV?

I'm sure this has been answered a thousand times over, but it's perplexing me and I found I can get answers quickly from the folks here.
Why is it that movies and TV shows that show up as available for rental or purchase in the iTunes Store, don't show up the same natively in the AppleTV interface?
For example, I missed last night's episode of the show "Breaking Bad." I can find it and download it just fine from the iTunes Store in iTunes, but when I search for that same show via the on-screen search on the AppleTV I yield no results. It doesn't find the show at all or even any reference to the network AMC. I see another AMC show "Mad Men" in iTunes but again not in the search function on the AppleTV. I even checked on my iPhone and indeed BOTH shows are available to download to my iPhone!
Do these not connect to the same database of shows? Why can I download something from my computer and stream it via Airplay but not just rent the content straight from the AppleTV? Is this a limitation of iOS or does it solely have to do with streaming vs. downloading?
Any insight is appreciated. Thanks!

I see. No internal hard drive so, streaming only.
Any idea if it's up to the networks to decide if content is purchase only?
Well, that's a real bummer. Certainly limits some of the usefulness of the ATV and it's connection to the iTunes Store if has to be tethered to a PC to access all the available content.
Thanks for the reply!

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