Sad/pathetic that I think of these things, I know, but I had a bit of a vision the other day. In my mind, it goes a little something like this... Apple announces: The death of the 24-hour rental rule Some big movie deal, like bringing Star Wars, Indiana Jones and Back to the Future to iTunes Apple TV gets an App Store (w/casual games like the iPhone has) A new Apple media server comes out at the same time They start advertising the heck out of the thing on TV In my dream they do all this, then make a big official announcement that "Apple TV is no longer a hobby!" and the unit gets snatched up like an iPhone on opening day. Hey, it could happen! I figure the time is ripe, too. Apple announced robust rental revenue and 3x year over year sales of the Apple TV in the last earnings call, and Netflix is really stepping up the game with all the partnerships they have with X-Box, Roku, TV manufacturers and the like. Apple needs something big to take over/drive the movie download market.