I paid more than that for a Roku few years back just to get netflix and thats it. I built an XBMC box. Which is great for my ripped movies but cryptic to use for anything else. Would like to see Apple TV do more but for $99 I can live with it. I also believe at this price point it can see much wider adoption. The simplicity will also help with adoption. If it succeeds and the adoption rates are enough it will get souped up over time just like the iphone did. Better believe they will also bring the app store into the equation. I am buying one but will keep my XBMC. In my opinion this is designed to bring in the masses not the techies. But when this stuff goes mainstream we will get the explosion of cool tech just like we now have with iphone and other devices.