@ Chas
You miss the point somewhat. Apple is promoting a luxurious vision of an open Internet with clear sane standards that "just work"...
...using a video codec that is "free for now" (you can't underestimate the levity of those final two words, "for now")...
...and it only works (without dicking around) on Apple's own Safari browser. The fact that a comment below mentions that it (mostly?) works by screwing with the UserAgent suggests that this is a fairly deliberate bit of pro-Safari advertising being passed off a a public service announcement. The hypocracy is rather comical.
As for a vendor-neutral version - firstly didn't other commentator say it tried to look for Quicktime? Oh, wait, is that a plug-in I see? If you wanna play H.264 why not just do it like 99% of the web and use Flash? <grin> But more importantly, would Apple waive copyright and such over a properly open reworking of their demo? After all, they could have done exactly that themselves. So either their webdevs are too lame to try, or there's a not terribly well hidden agenda thing going on.