I have a pretty good feeling this is about being able to directly communicate with consumers. If the rumors about the iTV are true, I can imagine that there ar

I have a pretty good feeling this is about being able to directly communicate with consumers. If the rumors about the iTV are true, I can imagine that there are pretty good odds that it's either going to turn the TV content community very much pro Apple or very much against Apple. Apple is all about controlling its brand at whatever the cost. This is another move to secure its position should proponents not look fondly upon Apple as it moves into all channels of media and communication.