> Either Apple needs to extend their payment system out into the rest of the web, or the media companies need to band together hulu-like and establish their own payment system (or some micropayment startup needs to get some serious traction).

Amazon. I already have an Amazon account. Allow everyone else to tap into that for micropayments.

I'm not going to sign up for some new micropayment system unless I have to. And anything that resembles PayPal will send me running the other way.