When I looked at the terms I believe it required an Enterprise Developer account ($299, not the $99 one) so that would knock a few less serious folks out. Plus the prioritized based on developers with Apps already published in the store...
It didn't - it only required the $99 account. Actually I thought the opposite - the vast majority of serious "consumer TV app" developers are going to be your $99 variety. Enterprise developers are doing in-house stuff for businesses and don't even have App Store apps. (Some companies, like the one I worked for, have both types of accounts for that reason).