Oh dear LORD...
Read Jobs's comments again. He quite clearly states that it's the complexity of obeying the licensing that is causing the current problem, not that he wants to sell you Apple TV files. Blu-ray continues to be a mess of different video and audio codecs, and the DRM requires all sorts of obfuscation on both the memory and outputs. Sounds to me that isn't playing nicely with OSX at the moment, and until they can make it 'just work', they don't want to go there. The current state of Blu-ray playback on the PC is an utter mess, if you doubt it.
Oh, and Mark is at the kool-aid again, I see:
"LOL, 99.9% of Blu-ray players ARE upgradable, and already are, at the final Profile 2.0"
The PS3 is. Now, I admit that it equates to 95%+ of the market all on its own. But standalone players, while upgradeable in the sense that they can have their bugs patched, don't have the ability to upgrade Profile. 1.0 players simply don't have the second video decoder hardware, and 1.1 players don't have enough memory to meet the 2.0 spec, or they would out of the box.