http://www.pcmag.com/article2/0,2817,2348430,00.asp Now, I don't agree at all with this guy when it comes to his analysis of the set top box industry, he obviously doesn't have his facts straight (ie, his 360 netflix comment is about a year late). AND its...PC mag.com... However, I do agree, that if we don't here something about the ATV by september...it is pretty much history. That's not to say that they don't have some total new device that will leverage iTunes on the TV (like a new media center)...but the ATV, in its current incarnation, that we all own and use today, is about to die completely. If there is an update...it will require all new hardware we will all have to buy. I doubt there will be an ATV 3.0 that would be useful on current ATVs at this point. That being said, I'm still totally happy with my ATV...The idea and execution were great, the advertising and price point were awful...that probably killed it.