Oh man, it looks promising with new compressions. I wonder if iTunes uses hi10P?
http://arstechnica.com/apple/guides/2012/03/the-ars-itunes-1080p-vs-blu-ray-shootout.ars
Embedded Link
1080p video smackdown: iTunes vs. Blu-ray
Now that Apple is selling and renting movies and TV shows in 1080p, the obvious question is: how do these downloads compare to Blu-ray? Ars investigates.
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The fact Apple charges just 100 for the Apple TV is enough for me to consider one, even though I prefer to use the PlayStation Network for all video on demand stuff. The Apple TV will be enough for many people who are not into console gaming (and there's a lot of them).
I'll still keep with my impromptu HTPC.