With most TV's including the Apple TV app now, why do you even need a Apple TV box anymore?
I have Apple TVs for the consistent UI's across my home. I don't even use the Apple TV app, but having my wife and kids know how to navigate any TV in the home on a consistent (and quick UI) is worth it to me. The built-in TV navigation is usually laggy and not great. Also, if I ever need to replace a TV everything stays the same once my Apple TV is plugged in.