Why does exporting to m4v take forever?

I've done a lot of QuickTime exporting and converting in my time and I just got a video iPod and would like to put a few videos on it but I can't for the life of me figure out why exporting to m4v takes so darned long. Anyone know? Exporting to huge file formats like .dv and such only take a minute or two, but my 20 meg .mov file takes almost an hour to convert to .m4v
Any insight would be appreciated.
Thanks.

Check out this article.
http://www.drunkenblog.com/drunkenblog-archives/000312.html
It explains a lot about how compression to H.264 works.
Also, look at it like this. If I asked you to pack an average sized dorm room into a dump truck, no sweat, just toss everything over the side and you're done. However, if you had to do the same thing with a Toyota Celica, it'd take you longer because you've got to make the best use of all the space, including under the seat and around the tire well.
QuickTime is also doing 2-passes over your media. After reading the above article, you'll see why this is a good thing. Since QuickTime doesn't allow you to choose a bitrate, I also figure that it's fitting your media as close to 768 kbps as possible and this would take some finagling too.
There ARE tools that are faster than QuickTime, but it seems that as speed increases, so does file size and file size directly affects battery life.

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