I was thinking, considering the tiny demographic that purchases Mac Pros, if Apple has a Blu-Ray BTO option for the new mac pro, it wouldn't really cut into their iTunes movie sales/rentals at all. They wouldn't hype it at all, or even announce it as a major feature. It would just be there for those professional who use Blu-Ray in the process of video production. Apple might not even create a software to play movies on Blu-Ray.. just to have it there as an option in their pro machine since there are some pros who need it. Even though I'd still have to use the Macgo software to play movies, it would be nice to have my new machine shipped from Apple with a Blu-Ray drive in it.