John Gruber pulled, “We’re going to double down on secrecy on products.” as one of the key quotes from Tim Cook’s appearance at the D10 Conference.

I picked a different one.

When pressed about Apple TV, Cook responds: “We’re not a hobby kind of company, as you know.” Boom.

Apple ain’t going to mess around with Apple TV (in it’s current black box incarnation) unless they can ‘make a dent’ in the television universe.

We’ve all had a gut feeling about Apple TV, whether you read Walter Isaacson’s biography on Steve Jobs where Jobs claims he’s finally cracked it (‘it’ being television) or you’re just connecting the dots from the iPod to iTunes to iPhone to the expansion of iTunes to movies, rentals and shows to iTV to iPad to Apple TV …

It only makes sense.