I've been wondering what incentive Apple has to keep Front Row behind in features to tv. I understand that Apple may want to differentiate their home entertainment device but other than encouraging people who already own a Mac to get a separate device, I don't see any more advantages. On the other hand however, if Apple were to introduce tv's next software (3.0) into all Mac's, all of a sudden, every Mac owner would have an "tv". They'd quickly figure out its usefulness and want a separate always on device to place under the TV. Many would choose to buy the purpose built tv because it's relatively inexpensive and would have little other use since it would sit under the TV the whole time. Apple has only to gain from replicating tv as Front Row on all Macs.