Granted it's not a UK-focussed article but my ISP won't be trying to sell me an iTV (or whatever it gets called in the UK cos we already have an ITV thank you very much). Mostly cos my ISP is SKY, to be fair but if it weren't the answer would be 'OK, so... explain to me why I need to replace my perfectly fine 42" TV and buy some streaming thing in addition to Netflix on my PS3? Oh, cos it's Apple? well why didn't you SAY so at the start! I could have had the last five minutes of my life back. **click**'
(I'm assuming itv will be hardware TV + streaming/cloud subscription, of course)