I'm a tad disappointed as well. I've played the 1080p/24fps content on PPV on Demand in the past. This online 1080p episode prior to downloading just gives a message saying "IF your TV is incapable of doing 1080p, it will downconvert to a resolution that works". Well, after waiting 16 hours (not too bad), I played the "Dish Online" 1080p episode and it just started playing. It didn't try to change my TV to 1080p (usually the TV will blink a bit as it puts out the new resolution on the HDMI cable). So if my 722 was set to 720p, it would play 720p; if it was set to 1080i, it would play 1080i...it didn't really try 1080p!
I think they are still working the bugs on this. Maybe the content IS 1080p, but their code to change the receiver to output 1080p is still not working yet (it never even tries!)