Do You Buy Your Movies and TV Shows from iTunes or Amazon?

I don't know how I've lasted this long on the Internet without deciding to sell my credit card's soul to either Amazon or iTunes for movie watching and tv show buying purposes but I think it's come to the point where I should pick one and move on with it. So which should I choose?

Amazon seems to be the safe pick, if only because Amazon Instant Video is everywhere (Xbox, iPad, PS3, Roku) while iTunes only plays nice with Apple, but I'm already fairly entrenched in Apple's ecosystem so it wouldn't be too big of an issue for me anyway. The prices are the same for what I want on both (I don't need music) so I'm wondering, how did you guys decide which video store to buy from? Who did you pick? I'm open to everything, let's hear it below.