The copyright notice about BR in iTunes beta is because it will support ripping BRs the way you can rip CDs in iTunes... haha just KIDDING.. but wouldn't that be sweet. How did Apple get away with letting users rip CDs anyway ?
But seriously the entire BR licensing / royalty system is being simplified and royalty costs reduced as much as 40% so Jobs point is moot now. It makes sense for Macs to support blu ray. Burners are becoming more common and if Apple wants to be a seen as a viable media center to videophiles they absolutely need to support BR.