True enough. It'd be particularly interesting if it could serve as both an audio processor (a la the Cirrus 49700) and a video processor (a la the Reon or similar). With some canned software written as a basis for those functions (Dolby and DTS decoding already certified, bass management structures, some basic video processing options, and so forth), it could be a nice compact solution. For that matter, if you look at what the PS3's doing with it, you could even build a media client into the receiver - just slap in ethernet support and cook up your own UI on the underlying code. Maybe now that Toshiba's stepped away from HD players and is taking over more of the Cell production from their original joint venture with Sony, they'll try to develop something along these lines - I doubt many manufacturers would be interested in taking the chip by itself and trying to build the software from scratch, but if they had some of those central building blocks (similar to what companies like TI and Cirrus provide with their DSP chips and companies like Genesis, Silicon Optix, and ABT provide with their video processors) it could quite probably find a market. There'd still be a lot of other things to consider, but if the Cell can handle all of those separate jobs at once (audio processor, video processor, possibly also media client) then it would be a real possibility. I wonder if it could also run EQ solutions such as Audyssey MultEQ or Trinnov?