Content providers (i.e. ABC, HBO etc) will produce apps to very strict Apple guidelines (for consistency) or Apple will write the apps to stream a feed from the content providers. These 'apps' can then be subscribed to on your AppleTV. Pay per view apps for special events/rentals are also a possibility. Once the event is over/has been watched the app automatically erases itself. This way Apple gets a slice of the pie and has control over the experience from the studios. It fits right in with the model that everyone knows, iTunes, iPods, Apps, etc. Just a thought. Can you tell I'm bored at work?