What exactly does "convert [video] selection for iphone" do?

I have a lot of video, both movies and tv shows, that I've used ffmpegx to convert (usually from .avi) to an AppleTV preset in h264. As it stands, iTunes won't allow me to put them on the 3G. (I know some people have had problems with putting h264 on their 2.0 firmware phones, but this question is a little different.) If I tell iTunes to convert the selection for me, what happens? Does it duplicate the video in two resolutions? Will it reduce the resolution and make the video look worse on my AppleTV? Or is it completely harmless?
Also, is there any reliable way to convert video in a batch, perhaps with a third-party program? It's pretty obnoxious that you can only convert one video at a time, slowly, with iTunes.

The iPhone can play these formats:
H.264 video, up to 1.5 Mbps, 640 by 480 pixels, 30 frames per second, Low-Complexity version of the H.264 Baseline Profile with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats; H.264 video, up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second, Baseline Profile up to Level 3.0 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats; MPEG-4 video, up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second, Simple Profile with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats.
What ever you do its going to take a long time to convert a large library. Which is why I recommend the Turbo.264. I'm converting a full length movie to iPhone format at 48fps as I write this. Also because the Turbo takes the strain off the Mac I can carry on using my computer with no problems.

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