Yeah interesting... but there's a secondary story here: in the UK we have to pay for a TV licence "to watch or record television programmes as they're being shown on TV." Now, I don't think ITV is going to be simultaneously broadcasting and streaming (not sure about this...), but I'm sure in the future that it will happen...
Currently, you only need a licence if your computer has a TV card installed, but at some point we will probably have to pony up for a licence simply for possessing a computer, since it will be capable of receiving programmes as they are broadcast...