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Digital media - when will big media buy in?

I am a Mac user. I also own an AppleTV and an iPhone. Mostly, this is because of ease-of-use (personal preference), but secondarily because I like media. I am an amateur photographer and enjoy the tools available. However, along with all of this media love, I have also been playing around with things like boxee, hulu, etc. This week, the interesting find was the iPhone application TV.com. This is an application that streams video from various media outlets (CBS, CW, etc). I find this interesting because big media has actively sought to block streaming to my TV, using a device such as my Apple TV or a home-rolled media server. What does big media perceive as the difference? I still see your advertising - you're still being paid. Anyway - check it out if you can put up with watching TV on a little screen.