You're right, the competing options suck, for now, but this is more about the future. They're betting that sites like NBC.com will wise up provide more viewer friendly services for free, undercutting the iTunes video market.

The thing is, Apple is nimble, and while networks might begin to rise to the challange, I don't think Jobs & co. are going to just give up. I do agree that If iTunes Video fails to compete it's going to fall. I think the problem with the article is that it assumes that Apple can't or won't compete. Since when did journalists know a damn thing about what Apple is capable of?