So.. reverse airplay?
Makes sense. I'll be able to stream my Apple TV OS onto an iOS or OS X device.
It'll be much better this way, because right now browsing on an Apple TV is a PITA, with the virtual remote... let alone the physical remote for those who don't have an iPhone.
Then, what they need to do is reduce the number of menus/submenus and integrate a little bit of Siri wizardry and add a bunch of common TV channels. Oh, one more thing : an App Store