I have now had my AppleTV for 1 week. After investigating and asking questions about it on this forum I thought I would post my opinion on it. Up until a month or so ago, I thought AppleTV was only a way to let you listen to podcasts and your itunes music on a seperate television. This did not really appeal to me enough to warrant buying one. I already had my ipod and speakers in my lounge so didn't see the need to have it on my TV. This forum changed my mind about buying one. I never used itunes before for movies or TV programmes. When I discovered you could use AppleTV to store all your movies and be able to watch them without bothering going and finding the disc etc I knew I had to have one. I have hundreds of DVD's and it is so convenient being able to pick browse and watch something without having to go looking for the discs. I feel that this product is very undersold by Apple. Most of my friends don't seem to know much about it compared to other Apple products and when I explained to them you could store all your films and stream them nearly all of them were quite impressed. Having the ability to browse the itunes store and also browse your photos is nice but again these factors would not have made me go out and buy one. Living in the UK is so far definitely a disadvantage compared to the states though when you look at the american store. I am not keen on starting to buy blu-ray movies and i would like to have the option to rent or download HD movies on my appleTV but again this is not yet available in the UK. Once this has launched I hope the product will fulfil my need of getting new content. I have had my AppleTV for a week and already I can see my friends getting interested in buying one. The only thing I can see putting them off is the whole ripping, running through metaX and handbrake to get the finished film on your AppleTV. I don't think the majority of "Normal" consumers would have the effort to do this. It has taken me quite a lot of time finding out how to do it myself, something which I feel Apple should have helped more with. In a perfect world I would like itunes to add DVD's to my itunes library in the correct format just like it does with audio CD's, I am surprised Apple have not implemented this yet. Anyway I am glad I got the device and would recommend it to others. If any potential buyers have any questions I am willing to help post any comments or answers you may be looking for.