→ Why Did Hulu Plus Make the Move to AppleTV Now?

The arrival of AirPlay in Mountain Lion last week meant that Mac users could start watching content from Hulu’s free website on their large-screen TVs without paying a monthly bill. That’s not something Hulu’s owners — Disney/ABC, Comcast/NBC, and News Corp./Fox — or their partners could long abide.

I think Philip Elmer-Dewitt nailed it.