I know this will sound like a real noob question but here it goes: I thought an ATV would let you load your dvds into it just like I do with my Music CDs and iTunes. But I am learning in this forum this is not its role. Example I have 50+ DVDs that I have bought in 3 years or so... I was hoping to be able to Convert this DVDs into something Itunes can Play and Stream, to an ATV but then I realized that I will have to use 3rd party software to get an very incomplete replica of my DVDs This is not about ripping DVDs and avoiding buying stuff I want to be able to replicate the DVD functionality (Menus, Subtitles Etc) Apple TV does not do that... on top of that If I rent or Buy (!) a movie from the iTunes Store I will also be paying for an incomplete product with no Subtitles, menus or extra features and I will not be able to make a physical back-up of the purchase anyway! Why is different from the music? Then if an ATV does not do this natively, what is it good for?