CNET had this first: NBC says that they won't let Apple rent their TV shows at 99 cents a pop.

"We do not think 99 cents is the right price point for our content," NBC Universal CEO Jeff Zucker said at the Goldman Sachs investor conference yesterday. "We thought it would devalue our content."

NBC insists that $1.99 is the appropriate cost of an online TV show rental.

But, see, here's a basic economics lesson for NBC: If you rent 4 billion TV shows at 99¢ each, you're making a shit-ton more money than if you rent 2 thousand TV shows at $1.99 apiece. It's like you're begging people to illegally download your content.