Just ordered 10,000 BC last night. Only $2.99 (plus $1 charge) and I think it was well worth it, but when they jack the price back up to $7 or more I'll likely pass.
However, the movie looked really great, a good choice for 1080p. The best looking movie I ever seen on my HDTV since I still have never owned, rented, or seen a bluray. Normally I either just watch movies via normal dish programming or use normal dvd's in my 1080p upscaler.
So, since I never have seen a bluray, I can't compare this 1080p VOD movie to bluray. However, I think movies on many of dish's hd movie channels look like great HD quality, and I know 1080p won't give a huge improvement. However, overall, the movie did look a tad better than normal 1080i. I think just the fact that I can notice a tiny difference is actually a compliment to the 1080p VOD. Maybe not quite bluray quality? Or maybe it is? Either way, the difference would have to be very minimal.