Well I guess he's right that some consumers are stupid, but Apple TV users are already used to having to sign in with an existing account or with having to jump on their computer to type in a code. Nobody with an Apple TV would be phased by that. It's the norm.
I do think Apple charging 30% in perpetuity for subscription sign ups is a bit rich, so I see where he's coming from there. I also understand it becomes an Amazon customer service nightmare to charge customers more if they sign up on their Apple TV (like Spotify did on their iOS apps) compared to signing up on their computer. Apple really needs to be a bit more reasonable with that. Make it 30% of the first transaction only or something.
In any case, I guess now we know for sure it's not coming any time soon