Apple - iDVD
I think Apple should let people download iDVD for free on their web site, instead of just bundling it with the high-end PowerMac G4 system.
Let everyone try it out and get excited! If people could use the software and get really excited about it, and show their friends, it'd be more likely people would decide they really had to have that new computer.
So, people without the DVD-R drives would be able to author their DVDs, but not actually make them.
I think the gotta-have-it effect would be greater than the chance of people just finding someone else with a DVD-R box (like a Mac store that rents it out or something).
I totally love iDVD... it's HyperCard Lite for DVD. :-) And you know I love HyperCard.