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Today it is AppleTV, tomorrow it will be a different device/use/software. The underlying issue, as others have noted, is the Bonjour resource discovery mechanism, what Apple likely needs is a directory service. Once that is solved, the problem will then shift to authentication/authorization/accounting and scalability. I'd suggest:
That Apple create non-Bonjour/non-multicast discovery mechanisms that scale in large enterprise environments.
That Apple integrate their offerings with enterprise AAA services.
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