“With the creation of this new service, we are acknowledging that now, more than ever, viewers want to be in control of how, when and where they consume their favorite entertainment,” said Vivi Zigler, the executive vice president of NBC Digital Entertainment. “Not only does this feature give them more control, but it also gives them a higher quality video experience.”
Ah, so that explains why they switched to a new distribution scheme that supports fewer users than iTunes, the one they were on before. The new service does not support my machine of choice, the Macintosh, nor does it support iTunes or the iPod.
It also explains why the downloaded shows have embedded commercials that cannot be skipped, and why the downloaded shows expire after seven days.
Because they want me, the user, to be in control of "how, when and where".
It's probably just as well that the only NBC show I watch with any regularity is Law & Order, and even that has been slipping down my interest list.