Apple iTV?

While stumbling around tubefilter, I came across an interesting topic: apple is coming out with a new line of tv, called iTV.  I used to not like apple because of their prices and computers, but now that they are making the iTV, I grew even more hate towards apple.  Why do they want to start their own cable company?  I personally think that they are just money hungry and will never get sick of it.  They are already worth over 200 BILLION dollars.  I mean cmon!  I will agree on one thing about the whole iTV though.  They were saying "why pay 120$ a month for only a few shows you want when you could only pay 99$ for the box and then pay for what you want to watch".  I like that option.  When I watch tv, I don't watch 99% of it anyways, so I feel like its a waste of money.  All in all, its a good idea, but since Apple is doing it, I don't like it.