Let's look at this. This is not the À la carte option that everyone is thinking. This is the EXACT same thing as cable. You are paying for tiers, just like you do now with your cable (basic, advanced, or premium). So, really-- this isn't any different than cable or directTV, except you won't be able to record (NO HDD on AppleTV unit as of now).
What this SHOULD be is true À la carte.
Each channel is $2.00-$3.00/month, no minimums, packages only by channel (ESPN package, Starz Package, etc)
No contracts, pay monthly for what you want.
No "tiers"
No "ads"
This will give me my ESPN, HBO, Showtime, AMC, A&E, and Discovery for $12-$18.00 a month compared to $80-100+ via DirecTV/Cable.