It wasn't apples fault. It was the studios. They don't want to be dependent on iTunes like music is- so they created their own. The problem? It's run by the freakin studios! They would've been better off trying to get Amazon and/or Google as a PART of UV to bring some clout to it instead of these off-shoots like vudu, flixster, target ticket, Etc etc. It's a mess.UV wants itunes. Itunes doesn't want UV. Let's not get that twisted.