Can we finally put the "no variable pricing on iTunes" baloney to the side. It's never really been true and it's pretty clear that Apple will actually bend over backwards for content providers if the company feels it's important enough. Case in point: HBO just joined iTunes today (finally) and while there's no truly old content on there (which I'd love to see, incidentally), the pricing on what's available is kind of telling:

The Wire $1.99 per episode
Flight of the Conchords $1.99 per episode
Rome $2.99 per episode
The Sopranos$2.99 per episode
Sex and the City $1.99 per episode
Deadwood $2.99 per episode

There's a curious mix of shows there. In each case, only a single season is offered. So with Rome, it's Season 1. But with The Sopranos, all you can get is Season 6, Part 2. Odd.

And for the record, Deadwood is one of the best TV shows, ever. Rent it on DVD.

Anyway, on to the Apple PR spin:

HBO and Apple® today announced that programming from HBO is now available for purchase and download on the iTunes Store. New HBO programs on iTunes include the Emmy Award-winning programs “The Sopranos,” “Sex and the City,” “Deadwood” and “Rome,” as well as the critically acclaimed hits “Flight of the Conchords” and “The Wire.”

While Apple does call out the price of the individual shows, it doesn't highlight their official policy change with regards to TV shows. But I guess HBO really is more than just TV. It certainly can cost more.