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.
TV integration. Otherwise Jobs threw out a load of BS on stage. Because MS has no equivalent to iTV other then Media Center PC which isn't the same since its already a total integrated device vs. Apple half [bleeped] approach.