NBC Direct - Is this TV 2.0?

NBC released a new beta version of their NBC Direct service.
While all network went for a more traditional (amazing how we already treat this as "traditional") model of giving a streaming access to their TV shows, NBC direct takes a more experimental approach.

By downloading their software, you can directly download HD version of all their shows and watch it anytime you want, even when you are on a plane with no Internet access.
The service uses two interesting technologies in order to make this a true money making business for NBC.
First it uses P2P architecture to download the episodes. By using P2P, NBC eliminates one of the biggest hurdles of delivering HD content - it pushes the costs directly to ISP. We need to note that all this is fine today, but if more ISP, like comcast, will start to put cap limits on the user monthly use this model can break down.
Second, NBC Direct uses Extend Media OpenCase agent to download in the background new ads that will appear in the videos. This allows NBC to make sure that no matter when you watch the video, they can monetize them.

it will be very interesting to see how this new model plays out? Is this the new TV 2.0 model? Free HD TV any time and anywhere, supported by everchanging ads? We will have to wait and see...

Unfortunately the service really seems to be in beta state as I couldn't get the player to install on my machine...