Perplexing Quality Issue: Itunes Rental VS Apple Tv Rental

Hello everyone, I have a quick question hopefully someone can help me out with.  I find that when I purchase a rental directly from the Apple TV interface, the quality of the material is not quite as good as when I download it from iTunes and then Airplay stream it to my Apple TV.  Why is this?  Is this standard for everyone else?  I have made sure both on iTunes and on Apple TV that my settings are at 1080p.  It seems that allowing the movie to completely download via Itunes and then streaming it to the Apple TV yields better quality.  Anyone experienceing the same thing? 

Don't have any solutions to offer, but I sympathize, because I have had that occur in the past.  A few images simply refused to sync from Smart Albums, for reasons which completely eluded me.  Very frustrating!
The problem seemed to have resolved itself, but I always suspected the problem was mainly with the system-wide media browser (whatever it's called).

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