I purchased the new Apple TV so I could watch 1080p content, but when I search for stuff in the iTunes store, it usually just says "HD". Sometimes it specifies "1080p" and sometimes it specifies "720p", but often it simply says "HD" and provides no further detail. How am I supposed to know what content is available in 1080p? This is in the Canadian iTunes store, btw. Maybe it's different elsewhere.
TV3 is overly (IMO) iTunes store-centric, the iTunes store is not the only way to feed it what you want. Just as we once fed iPods with music from our CDs (there wasn't even an iTunes store in the beginning), there remains options for content sourced from places other than the iTunes store.