I say insanely great! The iTV is a good name for it to differentiate it from the Apple TV product. From this Apple TV article. The Future Apple TV might solve these problems. It fixes the TV Guide problem. It fixes the Cable Box DVR menu navigation problem. It improves the TV Ads problem by removing unwanted Ads or showing you Ads you might really be interested in. It really lets you time shift. You could use your other iOS devices as a remote using voice to control the iTV. It would be disruptive the way we love Apple Products to be and it would move a stagnant cable industry forward. What do you think?