First, will the BBC eventually use this for their iPlayer project? It would seem obvious to use a compression system that doesn't NEED to be deployed on 3rd party systems before it's used anywhere else, and the less bandwidth the BBC uses to serve iPlayer clients, the more clients they can handle, and ergo the more content they can make available.
Second, I have to wonder if this is being considered for the new Japanese ultra-high definition television. When you're talking about resolutions 24 or more times as great as high definition TV, you're obviously not going to be using MPEG II. At least, not if you still intend on supporting a thousand or so channels on the same fiber. Dirac might not get you all the gain you need, but any gain is good gain.
Last, it's nice that people are hosting some Dirac footage, but to get it "well-known", you really need a Youtube-like site that hosts it and (as far as necessary) plugins for browser/OS combos that don't support it. Any idea if anyone's doing anything like that?