As for me, I don't care about divx or any other codec. I just want to rip my dvd collection into itunes as easy as i can with cds. I am tired of my dvds being scratched by my kids. Why can't apple make some kind of arrangement with movie companies as they did with record companies? I know there are many other softwares that does this already, but they are not as user friendly. Also, not that many average people know about Handbrake or iSquint. I just want to pop in the dvd to my mac and let itunes figure out the codec that works with apple tv for me and rip it into my computer. Also, let me choose the quality of the rip like we do with cds. If this becomes possible, definitely appletv will be on my buy list.