I have finally upgraded to HD and am now considering an AppleTV. I am concerned about the picture quality in the demos I have seen. Many of the discussions talk about the next gen AppleTV having 1080P capabilities, but it seems that people are expecting 1080P content. Why can't the next AppleTV upconvert to 1080P? I do not understand why a $50 DVD player can do that but a more sophisticated piece of hardware like the AppleTV cannot. That could improve the picture quality and allow future HD content on iTunes to be a more reasonable size at 720P.