Has anyone checked out Roku's latest lineup? The XDS is a tough competitor to the ATV, especially since you can stream content from various providers. And now, they are bringing Hulu Plus to it:
http://www.engadget.com/2010/09/28/roku-adds-hulu-plus-channel/
http://www.engadget.com/2010/09/28/roku-adds-hulu-plus-channel/