They need to fix this system...
I'm glad Apple is trying to tackle TV and cable. The telco's do nothing but try to shove larger packages and more channels down our throats, and attempt to raise prices on consumers constantly for the same subpar content. I enjoy TV, but I only have time to watch ~1 hr per day, so I want what I watch to be great. Why can't I just buy channels or shows that I want, when I want, and then perhaps have another set of channels soley for the purposes of discovering new shows that networks would like me to start watching. It makes no sense that we have this terrible UI, little control over what is on our screen at any given time, and for this we pay much more than we would like.
I hope Apple can change this dynamic the same way they changed the phone-carrier relationship. It's too bad that the networks haven't been very receptive so far. I don't care about the technology side of things; not only is it already good enough, but it's clearly not the limiting factor. Steve Jobs mentioned this in his D8 interview: "there's a fundamental go-to-market problem, not a technology problem" (quoting loosely).
For starters, why can't I have the NBC, ABC, HBOgo, and whatever other major video content app I'm missing that currently exists on the iPad on my ATV2(or soon 3)? It already exists as an iOS app, so one could just modify it to work with the Apple TV UI. The same argument could be made for HULU plus (although I'm not a subscriber) and amazon prime video.
I just find it annoying that clearly much better technological solutions exist, and a few unwilling/incompetent executives refuse to act for fear of potentially losing money they shouldn't be earning in the first place (namely, charging consumers for content they don't even want).