16x9 aspect ratio life's mystery ???

While doing transcoding (in AE) I wondered why half quality of 1440x1080 is 720x480 and not 720x540.
Does anyone has the answer to this puzzling question ?
Thank you.

I have to assume that since HDV is 1.33PAR, they decided that half would be DV AVI size, and therefore instead of going to square pixels. they went to the standard 0.9PAR that DV uses.

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