The good news? If someone complains that this insignificant plug costs $50, tell them it’s a tiny computer!

They ripped the thing apart and found an ARM-based SoC built by Apple, complete with its own RAM. 

Their guess was that this system was meant to enable AirPlay to more easily convert video output from a Lightning connector to HDMI. But an anonymous comment they link to seems to dispel that. Instead, this may be a fairly powerful micro-computer whose sole purpose is video conversion (as opposed to doing it on an iOS device).

Sadly, the video output from this adapter isn’t all that great right now (supposedly being worked on). Still, fascinating that Apple went through all this engineering for an adapter that relatively few people will buy. 

Ina Fried reporting on HBO’s Eric Kessler talking at AllThingsD’s D: Dive Into Media conference:

As for why the company doesn’t just get directly on Apple TV, Kessler said, “We will get on Apple TV, as we’ve said all along.”

I get why there would be a hold up putting HBO Go on Apple TV — Apple fully controls the apps that appear on that device and negotiating with Apple is never easy. But why did it take HBO this long to enable AirPlay in their app when rivals did it months ago? Leverage against Apple, I have to assume. (And now that it’s already been reported that HBO Go is coming directly to Apple TV, no more leverage required…)

It will be great to be able to watch HBO content on the Apple TV. But don’t forget that you still need that cable television subscription to get access to HBO Go in the first place. Which is fucking lame.

Oh, perfect. It’s like AirPlay but open. Clearly this is going to dominate, right?Janko Roettgers for GigaOm:

Google isn’t the first one to work on an alternative to AirPlay. In fact, the widest-supported AirPlay alternative actually predates Apple’s protocol: The Digital Living Network Alliance launched in 2003 to bring content sharing to the living room. It’s DLNA protocol has been widely adopted by numerous players, with a total of 500 devices supporting DLNA today. However, the actual level of support varies widely, and many manufacturers have opted to roll out their own branded solutions on top of DLNA – but even those see little use from consumers.

It’s not just about having the technology or even “opening” it, it’s about having killer products that people want to use with said technology. That’s why the Nexus Q is vital.

Oh wait.