Advertising campaign, that is. Right now it looks like AppleTV is completely being ignored, while they focus on iPhone, Leopard, new iMacs, etc. They're just waiting for the right time. AppleTV, in its current form, is over the heads of the average consumer. It seems daunting. Just like MP3 players seemed daunting, until they got so appealing that people were willing to step outside their comfort zone and give them a shot. Then BOOM! The rage hit. My Prediction: AppleTV will launch their movie/TV iTunes rental service in the fall/winter, and will start pushing AppleTV as a way to watch those movies on your TV. It won't explode like the iPod did, but it will gain enough momentum to warrant continuing to build upon it.