In my opinion, Apple has crippled the device and rendered it less usful then it previous model.... Apple is telling you what you can do with a device you purchase, (which basically means) you never own the Apple TV cause it doesn't do what you may want it to do (ie: Like buying Movies and storing them on a harddisk) surely users would be glad to pay the same price for a Apple Tv with updated internals (Like the A4 and adding 720p capability, etc...) , I'm not sure about you but I wouldn't entertain "renting" everything. What happens if I want to buy a season of a episode after I've "rented" it? With this current iteration of Apple Tv you can't. Apple is telling it's users " You buy our device or in this case Hobby, and we tell you what you can't do on it" which is buy movies and tv shows. Buying a season of certain Tv shows cost between $20-30 average. Let's say I rent multiple episodes say 3/4 from a season and watch them 4/5 each. So if you take 4 episodes watched 5x each that's 20times or $20 of rented shows when I could have bought directly onto the device. Someone may say just go to your computer and buy the seasons and stream it to your Apple Tv. That is an Option (even now), but Apple Should have listened to customers and said, let's do a Apple Tv that has a 500Gb HD in it, with an HDMI port capable of 720p. Why not keep it simply? Why doesn't Apple Allow users to CHOOSE what they do when they buy their product? Here's why I think Apple is slowly starting to run a, we do what we want and since we now have TONS of cash, we can get away with it mentality. And it's because there current Consumers aren't making a stand saying NO we want a Apple Tv with this and that and this. Not an Apple tv Steve Wants for us. Another example of Apple not caring about users is the iPhone 4 and the beta software of Snow Leopard when it was launched, and Aperature 3. Oh yeah and the "new icon" change is gonna be a indication as to a slow migration of Mac OS becoming iOS dominate. I enjoy Apple and there products (I'm typing this on my iPhone 3Gs), but there sneaky Big Brother "control" over what we do after we paid for something is disturbing IMO.