I'm not a video expert, but why aren't we focusing on the h.264 standard? We will start to see h.264 decoding chipsets ("anytime now") so we can watch 1080p, w

I'm not a video expert, but why aren't we focusing on the h.264 standard? We will start to see h.264 decoding chipsets ("anytime now") so we can watch 1080p, why revert to a standard that makes it an additional transcoding step and not supported in hardware?