The most interesting commentary I’ve seen so far on the Apple TV is from TUAW: “The Apple TV is a trojan horse: I *so* have the urge to start buying iTS content without reserve. A long time ago a friend bought Pirates of the Caribbean as a gift for me, but I never caught the movie bug. After playing with the Apple TV for a while yesterday, however, I began wanting to buy movies like never before because this setup just works.” This would be a really good time for more content providers to cut deals with Apple.