I went to one of the three Apple stores in NYC (the one with predictably the least tourists) with hopes of checking out the ATV Take 2. 1. No store staff attending the two demo setups. 2. Firmware still 1.1. Movie, TV show demos same as before the Take 2 release, i.e. grainy SD quality. I a few trailers, "Dark Night", "Atonement" but they were definitely not HD quality. When I asked about this, a staff member replied, "maybe we'll update them tonight". When I asked about if they were selling much, replied "not very popular". What kind of attitude is that!! I was on the verge of picking up one today to enjoy a few movies this long weekend, but came home disappointed. Maybe I'll try the 24/7 store later today to see if they have the recent firmware. Anyone have any idea why Apple isn't even trying to sell this thing?