AppleTV is a very attractive product. I mean, who wouldn't want all their music, movies, photos, and YouTube on their televisions? Pretty much everyone would love to have that stuff. What makes this a difficult sell is that there are two types of people out there: Computer geeks, and computer bozos. To the computer bozo, the idea is appealing, but what's involved in getting it up and running is not. The whole idea of having to set up a network in the house to use it is just way too daunting for many, many people. The computer geeks love the idea, and can set it up in a heartbeat, especially because they probably already have an in-home network, but they know there are other options out there: Xbox 360, SageTV, Windows Media Center (which they may already own), etc. AppleTV has a lot of competition in this segment of the market. They're going to have a really tough time competing with XBox 360. Many you would use this as a media center already own them, and already have them connected to a network. Not to mention that the 360's gaming capabilities are slightly better than AppleTVs. They may never have a product that competes with SageTV, in terms of pure power and functionality, but AppleTV sure is a lot better (and cheaper) to get up and running. So who is their best target market, in your opinion? Existing Apple computer users is the obvious first choice, but that's not going to carry them very far. I think they're hoping for a userbase closer to what iPod has than what Apple computers have. I'm kinda stumped. I guess maybe I'd go with those who are in between the computer bozos and computer geeks. Particularly, those who have "a computer guy" in the family who is Mac friendly.