So I'm no techie, but I've been noticing this for a while now and it's always bugged me. When it comes to picture quality, I find iTunes and Vudu to be virtually the same to the naked eye. Sometimes iTunes may seem smoother but I could be wrong. Now audio is a completely different story. With my modest home theatre system, I have to usually have the volume up to 40 or more to have an iTunes movie at a comfortable listening level through ATV3. With the same hookup, my Vudu movies through Roku 3 are just as loud or even louder with the volume set around 20. At first I thought it was because of Roku, but now that Vudu has AirPlay support, I tried an HDX film that way and it was the same thing. Volume did not need to be set nearly as high as iTunes. It's always louder and crisper with Vudu than iTunes. I prefer my digital collection to be built through iTunes because of the menus and extras (and ATV), but this audio issue really is a nuisance. Thoughts?