Well, I recently got an AppleTV, was happy with it overall. Looked fine, though not perfect, on my 26" Toshiba 720p TV (from 2003). Now I got a 1080p TV (37" Insignia at Best Buy for $599) and I must say I am very disappointed... not necessarily with the TV but with ATV. The HD rentals and movies (of which I have a few) look about the same as DVDs used to look on my old 720p. Not very sharp, quite pixellated, and overall just poor quality (speaking as a techie who likes a quality experience). Definitely watchable though and not bad for casual watching, but not something I would invite friends over to see. Granted, it is significantly better than 480i DVDs (nostalgic moment as I remember how DVDs were considered awesome quality before), and MUCH better than my Dish Networks 480i receiver (which looks like poor quality internet video on this TV), but it is definitely not an "HD" experience. Network TV so far, OTA HD, looks the best (but still not 100% perfect, except maybe the 1080i stations which look good). I was hoping that the Apple TV would replace the need for a bluray player, I mean sure bluray is the highest quality you can get, but I figured hey, a passable 720p iTunes rental might be "good enough", guess I was wrong. It almost makes me wonder if I should have gotten a 720p TV (though everyone says thats like buying outdated technology). I guess I will be buying a Bluray player afterall, making Apple TV "a hobby" for me much like it is for Apple (and I really wanted to make it my primary content source on my TV). Maybe someday, in the not too distant future, they'll make a 1080p version and upgrade iTunes HD rentals to 1080p too. I also won't be upgrading my Apple TV's hard drive. I was planning on putting a 320GB in there, but I'd rather put the $90 some odd dollars toward a new Apple TV for when they do finally upgrade them to 1080p or boost their processing speed enough so that video from sources other than iTunes, in high def, doesn't have to be neutered in order to play nicely. Until then, for those out there doing research about replacing your home theater content needs or even HD Cable or Satellite with just an AppleTV, you can forget it. Any other 1080p TV owners care to share their experiences?