I have an Apple TV but am very interested to see what happens with the Netflix box. Sounds like a simple solution for Netflix renters. Be aware though that the Apple TV is really not the same thing. It's much more robust and there is no monthly fee to own one. Also, with the internal hard drive, you can rip your rented or purchased DVD's to the box for later viewing. As far as HD, true, renting on the Apple TV is expensive but there are HD movies available in iTunes that are not available on Blu-Ray. Either way, the Netflix box sounds cool and I just might get one to try it out.