I tried to ask this in the AppleTV: Just arrived thread, but it seems that people are so excited with their new gadgets, that it went unnoticed. Anyway, could someone with an Apple TV please answer this question: Do the play counts in your iTunes library get incremented when you listen to music with Apple TV? iPod does this when you sync it with iTunes. But if you are streaming from someone else's shared library on iTunes, there are no play counts. Apple TV can sync, and it can stream, so how does it work with it?