We get it...you love the Apple TV. That doesn't mean everyone else has to too. Be glad that there are other alternatives, otherwise it would probably cost more than it already is. I like the Apple TV too, but it's just not on my list of priorities when my TV can already do everything but Apple Arcade. The built-in streaming apps on my TV can do 4K, HDR, and all that jazz. Yes, it may be a little slower to navigate, but it doesn't bother me to take a few extra seconds to find a movie that I'll watching for the next two hours...or bingeing a TV show and have the next episodes auto-play.
For the phone setup, it was breeze setting up the Apple TV & Music apps on my TV too. Scanned a QR code, my phone authenticated me, and presto...I was in. But like someone else said, it's a one-time thing.
I'm still definitely interested in Apple TV news and rumors. I'm curious if Apple will expand and improve upon it, or if it'll go the way of the iPod. Apple still sells the iPod, but does not get much attention. The iPod was popular back in the day, it was pretty much one of the only ways to listen to music easily. Nowadays, we can use Apple Music on our iPhones, iPads, in the browser, and even on Android. Lots of similarities with the Apple TV...it was one of the few ways to stream and watch Apple TV+ content when no one had smart TVs yet...nowadays, streaming is much more accessible on other devices, especially considering Apple isn't restricting Apple TV+ and AirPlay to their own hardware anymore.