Exactly.
As has been posted over and over, there must be something more to an Apple Television than just software-based advantages that could be packaged in a $99 set-top box. Siri can be in a next-gen

TV. The cable killer video subscription package can be delivered to ANY television in a next-gen

TV. If there is a hypothetical HDTV coming from Apple, it needs something more than just the software... assuming that the same software will be delivered in a next-gen

TV (that will then turn ANY television into one that can have the EXACT same software-based experience as this one with an Apple logo on it. A next-gen

TV also facilitates users getting to choose whatever type of TV they want (LCD vs. LED vs. Plasma vs. DSP), whatever SIZE they want, whatever colors, shapes, remote type, what input ports they want/need, what price they want, etc.
---- AND ----
For those shocked at BB's guess at an Apple price, please note: BB is also implying that THE remote for this device in an iPhone or an iPad. While many of us here might have one or the other so we don't see that as an expensive asterisk ("remote not included; uses an iPhone or iPad as remote"), the mass market will not necessarily view this the same way.
And keep in mind that even if you believe the mass market for this television is likely to already have at least 1 iPhone or iPad in the household, those mobile devices would then need to be left at home when their owner hits the road... except in cases where that owner lives alone. Else, the rest of the family will be pretty unhappy when someone takes the TV controller with them when they leave the home.
"But apple will include a simple remote too". Great! Then the person who took the "good" remote with them will deal with the unhappy family. If an iPad or iPhone end up as the principle remote for this hypothetical device, not only does that increase the total cost by the cost of those iDevices but it also almost demands that one of those get dedicated to being the IMmobile iDevice to be left at home at all times.
This Apple Television rumor is such a mess in so many ways.