Yes, it's true that Now TV are relatively unknown despite a great catalogue.
The upside is that they have much more recent movies than other services.
The downside is that it is much more expensive than Netflix and Lovefilm combined (£9 for 3 months and £15 p/m thereafter).
It depends what you are looking for really. You can actually compare Now TV with the other service providers at Tank Top Movies in case you want to see how they stack up.