Web browsers aren't. And Real Player and Window Media Player aren't. The company says the advantage to this approach is that nobody has to download new, untested plug-ins, buy new software, or purchase new computers. And it also results in some content that is unlike anything seen before. You're not going to watch it, and I'm not going to watch it.
TV is a very social experience.
You watch it with friends while eating popcorn. Several people don't gather around a computer monitor to watch video. To take advantage of video on the Internet, you have to take advantage of the relationship between the computer user and their computer. Perhaps the best example of what they do is the Web site of recording artist, Kelly Brock . But a lot of people haven't realized that QuickTime can accomplish something like this.