iTunes Genius for TV and Movies just not switched on yet

Yesterday Apple launched iTunes 8.1. In the release notes Apple said that the Genius recommendation feature is now also supporting TV shows and movies. Users started to find out soon that the feature was not there.
Now Macworld got an answer from Apple about the mysteriously disappearing feature.
The Genius sidebar for movies and TV shows is in the iTunes 8.1 software, but is not enabled yet.
Apple will switch the service on in the coming days. The purpose of this delay has not been said.

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