NBC to end contract with iTunes

NBC Universal, unable to come to an agreement with Apple on pricing, has decided not to renew its contract to sell digital downloads of television shows on iTunes.

Wow. Where did this come from? Is it all about money or does NBC not realize the loss they will cause to themselves? I won’t get into this issue too much, but read the article for yourself and post your comments.
http://www.nytimes.com/2007/08/31/technology/31NBC.html