I also suspect that for many, myself included, we're willing to pay a premium for an additional box that's independent of the TV and its OS/upgrade cycle and that has that familiar Apple "feel" to it. I've never been. fan of Roku's clunky interface and "channel" model where everything feels slow; having my TV in Homekit and with AirPlay 2 directly is nice, but I'm still going to buy the next AppleTV device for the interface, ease of use, and overall ecosystem, and I suspect there's a sufficient number of people like me to where its not an EITHER OR scenario.