http://www.appleinsider.com/articles/10/06/02/jobs_apple_tv_a_hobby_because_theres_no_market.html I totally agree with the annoyance of boxes. This is why I want televisions and/or BD players to come with onboard flash storage so we can run apps. Samsung and others have started this on televisions, and I think that's where the market will be created. If the rumors of Apple creating a branded HDTV come true, this will be why. You can customize your TV with whatever apps developers make just like you can with iPhone and iPad. I think Apple would be smarter to work with existing TV makers instead of going its own route, but those guys in Cupertino make more money on their decisions than I do.