The more you look at the iPhone and its success the more you think about what could be applied to the ATV. It seems to me that if Apple created an app store for the ATV then the millions of would be developers could turn this into the most incredible and powerful tool. Many people have hacked there ATV in order to increase its functionality in the same way that people did in the early days of the iPhone, so we know that it is capable of so much more. Apple would benefit from the revenue stream involved with selling those apps and who knows where it could take us over the next few years! How many thought the iPhone would have the number and diversity of apps that it does now. Just my two penneth, come on Apple!