VM might be about to combine the Virgin Media Store (to buy movies & TV box sets) and Virgin Movies (to rent movies) into one service.
They've replaced the Virgin Movies section on
this page with Virgin Media Store.
Virgin TV Go has been updated with logos for 'Virgin Media Store Rent' and 'Virgin Media Store Buy', although the text titles are still showing as 'Virgin Movies' and 'VM Store UK'.
It's always been a bit messy having them as separate services, one part of the main UI and the other as an app/website.