Joost on Apple TV

Joost, formerly known as the Venice Project, is an IPTV platform allowing you to watch TV for free on your computer. Copyright holders on the shows are paid by add-generated revenues (sounds exactly like regular TV for me).
Someone over at Tutorialninjas.netEurope managed to install the Joost client on an Apple TV, with only minor glitches that we can hope the Joost team will fix quickly.
Apple should not like this, as Joost is in competition with the iTunes Store, and Apple is counting on the Apple TV to boost the sales of series and movies on the iTS.