You miss my point, probably deliberately, so I won't bother to re explain.
Actually, let me try, although you probably still won't get it.
Lots of forms of media require more than one device to function. Blu ray player needs disc, plAyer and the television. Streaming from iOS device requires iOS device, atv and television. Three components. So what is the difference and why is this is any way a deal breaker for atv?
Lots of people want lots of different built in channels/apps on the atv, the rights holders for content don't want this as it hurts their revenue stream. In the Mean time, extra functionality will slowly continue to come on line. Don't blame apple for the greedy/Luddite nature of big media companies.