I think people are excited because they are starting to see cracks in the current system and might actually have a choice in the future about how they get their content. Apple did a pretty good job of disrupting the music system and people are hopeful they will do something similar the the tv/movie system.
I agree with your stated need for unified search. That would be big. But I really don't see the need for "ac" unless you are possibly streaming full size 4K files. Right now, my movies start very quickly just using "n".
What I would like to see is the ability for the aTV to run it's own iTunes and become independent of streaming from my Mac. Right now, I have a dedicated old MacBook just running iTunes with a movie library close to the aTV. My other Macs are upstairs and the wifi transmission to the aTV (in the basement) tend to be slow. I would be very happy if the aTV would just do it all.
Apple disrupted the music industry by making everything digital...by allowing preview of tracks...and allowing people to buy individual tracks at will instead of spending money on a full CD. Right now they have something similar in place for TV and movies...you can buy by episode...rent movies...etc and this hasnt disrupted anything. This applies to your itunes server issue. Right now...if you used all of apple services...that is itunes match, bought tv and movies directly from itunes, had all your pics on icloud..then you literally wouldnt need itunes on a mac...at all.
There is no crack in the system until apple offers everything...that is both Internet and TV...because the cable company still owns the internet lines. if everyone starts streaming TV vs watching it via cable or dish...all thats going to happen is that cable and dish will jack up internet prices...its that simple.
The only way this makes sense is if you compare buying everything via itunes vs. apple streaming...you can not compare it to regular cable. Here is how..looking at my tv shows alone, my family watches 35 total spanning HBO, CBS, NBC, ABC, FOX, CW, Starz, Showtime, etc. Thats anywhere from 12 to 24 episodes per season. lets take the minimum and say 35 shows * 12 episodes = 420. Thats 420 episodes per year we watch...at $3 a piece per itunes...thats $1260 a year...a little over $100 a month AT LEAST. Their justification of a $30-$40 a month subscription to watch MOST of those shows legally makes perfect sense this way. Either pay $40 a month to stream all your shows...or $100 to download and own all the shows.
i wish i had a better solution. But right now, there is nothing better than downloading every tv show i wanna watch...ripping it to itunes...and watching it at my leisure without a single commercial. Second to that would be to pay for Hulu and watch pretty much every show the day after it airs...with commercials and you dont get the big network stuff.
i dont see how paying for JUST the big bang theory, new girl, mindy project, portlandia, broad city, about a boy, scorpion, marvel, arrow, flash, person of interest...etc individually will ever be cheaper than buying bundled cable..from apple or whomever..
Also AC is a no brainer....its the latest standard...all apple products are going to AC its just natural for the ATV to get it