theres a sh*t ton of things apple *could* do with itv. but they wont because they are so damned proprietary. so sorry rest of the world. no open standard use itms or nothing at all.
goodbye bliptv google video, gootube, flickr, etc etc.
And who's to say they won't change that later? Web browsing perhaps? Hello googlevideo, hello youtube, hello flickr, etc etc.