I don't have an iPod and I'm one of the vast majority of people, who don't really listen to a lot of music and who've never purchased one of Apple's ridiculously small, proprietary devices.
In the past, whenever I've seen something that has interested me and learned that it's only available on iTunes, I've occasionally flipped over to their site to see if they've shut-down their sales-limiting walled garden. And, like every other time that I've done this with only a few early exceptions, I simply left after seeing that they still demand you to download some kind of spyware to shop in their store.
I don't want something that's going to search my hard-drive for non-existent music, I'd just like to see how much an episode of some particular program will cost and I'd like to know for certain that it'll play on a computer and not just some new-fangled pocket watch.
Is that really too much to ask?
Why can't I shop in their store?
Sure, Apple appears to be doing pretty well, but I'm not the only person who doesn't have iTunes on my computer and I'm among the majority. Therefore, I'm equally sure that if they'd set-up something like Amazon's "Video on Demand" store, they'd do a lot better because I for one would probably give them some money from time to time.