HEY! listen......
check out what this guy said over on AppleInsider!
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I've actually seen a prototype of the remote. It was years ago, and made by a different company, but Apple bought them and it sounds almost exactly the same.
At the time Bluetooth wasn't out, so the remote had a base station that connected to other components through a FireWire network. They had it working with Kenwood gear. When you plugged in a device it automatically showed up on the screen as an icon. When you pressed the icon it's interface would show up. Each device would publish it's capabilities for the remote (play, record, volume, channel, etc).
It was nice, but pretty primitive at the time (not just the interface, but the piece of plywood it was built on). With Bluetooth or WiFi, Rendezvous, oops... I mean OpenTalk, oops... I mean Bonjour, and XML I can see how it would be much, much better now. Having an application appear as a device is a nice feature.