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NBC is hurt, stunned and confused by Apple's recent bitchslap. Apparently the broadcaster didn't think Apple would call its bluff, and refuse to sell its new fall season on the iTunes Store. Initially balking at iTunes's rigid pricing structure — NBC executives have deluded themselves into thinking consumers will pay up to $5 per episode — and allowing its contract to expire, NBC is now "hopeful that we can reach a resolution before the existing contract expires," says spokesperson Cory Shields. Is that like trying to make up with your girlfriend before she moves out?