I appreciate your viewpoint, but I couldn't disagree more. Vast majority of consumers want to watch Apple content, download apps such as Netflix and Hulu and generally enjoy the good life within the walled garden. Very few people want to side-load anything. I never even considered it for a minute. Love the Apple TV. It's the best stream box out there.
I totally agree.. and to add to your point, The AppleTV 4 is much more open than any other version. You can just download apps like Plex or Infuse as an example. Between these two apps you can play just about any format from any device. Infuse can see your files just about any location you have them. I have a drive on my Airport Extreme which I use so I don't even need my Mac on to watch my own content.