Could someone please explain to me why on earth Apple would use the .MOV format with their iPhone/iPod Touch movies? Apple HATES anything but M4V, especially for iTunes where it won't play ANYTHING else for movies. I thought for once I'll be able to just move my home movies over to AppleTV and play it right out of the box, so-to-speak since it is Apple to Apple right? WRONG. It's .MOV just like my Canon digital camera and has to be converted to play in iTunes and/or AppleTV (unhacked). All I can say is WTF Apple!?!?!!?