So I'm not sure what exactly is going on but episodes marked 1080p look very nice when played through the cloud on an ATV2. I bought Game of Thrones last night and pulled if out of the cloud on my ATV2. I have always noticed the 720p content on ATV looked less then stellar -- in fact disappointingly blurry. Watch Planet Earth and you can barely tell the difference between the HD and SD versions. Anyways, I immediately noticed that the first episode of Game of Thrones looked distinctly better than any other content I had seen before from iTunes. Wanting to do a blind test of a few episodes before I ruined my perception by checking, I pulled down Downtown Abby, Planet Earth, and a few others and marked down if they looked improved. Four for Four, I was able to tells which ones looked far better, and they all correlated to the new 1080p availability on iTunes. Is anyone else noticing a distinct improvement in quality of video on their ATV2? BTW, my TV is a Samsung 46" 6900 and I'm a former photographer with pretty sharp eyes.