I think there might be something to the problem of Atv2 Netflix streaming. I have an Atv2 sitting next to a Roku XD/S. The Atv2 pauses and stalls rather often (about every 2nd or 3rd episode) when streaming Netflix content, whereas the Roku has never stalled yet. Same tv, same internet connection (both using wifi, although the Roku advertises itself as "dual-band"), same hdmi connection, same Netflix account, and using an Airport Extreme as a wireless modem... which I would think would be tailored rather well to Apple products.
Couple this with no out-of-the-box support for Amazon video (understandably... I guess, since Apple wants to protect its content margins) and it's hard to suggest the Atv2 for anyone other than iTunes/Store delivery fans.