With Google, Sony and Intel now looking at a set-top box for everyone's HDTV, one wonders if Apple will move the Apple TV from mere "hobby" to full-fledged product line in order to compete? Given Apple's and Google's current "war", I would assume they would try to out-do each other in the newest battle for media domination: old-school boob tube. What can Apple do to make the AppleTV a better device? Personally, I think it's time for a all-in-one media center from Apple.... streaming, full web, gaming, disc (BluRay?), and DVR. PCs have had these products for years, and we Apple fans have modified Mac Minis for similar use. Making Apps available for the Apple TV would also be fantastic...games and video sites especially would be welcome. and I'm not kidding about DVR functionality....all so important. Maybe Apple should look into buying tIvo?