iTV, Steve Jobs and DRM

There was a big to do over Steve Jobs denouncing DRM despite the fact that iTunes content has a DRM layer. I think though that his denouncement had more to this.
Apple is releasing Apple TV soon and clearly wants to take it the same path as they did with the iPod and iTunes, but the key part to the iPod's success was "Rip Mix Burn" The ripping part being the most important. The ability to rip your current content meant you didn't need to buy your music again from the iTunes Music Store and that getting your music there was made dead simple put a CD and click a button. Apple TV will have an issue with this because of DRM. Ripping a DVD falls into a gray area and as such is not likely to be a feature of iTunes anytime soon, but if getting your current DVD collection into iTunes was as simple a ripping a CD, Apple knows this thing would be the killer device. And I think this was the point Jobs was trying to make about DRM.