Apple lets you Stream video over HTTP with their new tech, but is there a URI scheme to open the .m3u8 files from a browser in Quicktime X? (ie. Open as a URL, rather than downloading and attempting to play the local file)
You can register a URI on Mac OS X by adding to your info.plist.
Here's an example:
This is all assuming that the application has implemented the application:handleOpenURL method.