Super! Smashing! Great!
My mate has converted almost all his DVDs to 720p files for Apple TV, and they look a treat. He showed me a Lost episode trailer from iTunes, and my god it looked like crap. If Apple TV is a hard sell in the states, the UK sales must be dire.
Some sites are doing HD video podcasts for Apple TV, and they look great - how long are Apple going to wait to get HD content on iTunes?