I just bought a Roku 3 box, and I gotta tell you.... it's superior to the AppleTV in almost every way. Like other review sites have said; there's really no point in buying an AppleTV instead of a new Roku unless you're really needing the "Airplay" feature to project from an iOS device or Mac wirelessly, or you have tons of paid content trapped in iTunes that you want to play to the TV.
With the Roku, you can add your own "channels" (apps, really) just by clicking on them in the online store, or even from the Roku iOS app (which doubles as a remote control for the Roku if you like). You get excellent apps like a Plex client for free, Pandora, Slacker radio, and much more. Many of the channels are just "niche" items (like one that features nothing but a series of guitar lessons a guy creates, and one that only shows exercise videos) -- but they're really cool to have available, and AppleTV lacks them.
You also have a small selection of games you can download for it, including game show titles like Jeopardy and You Don't Know Jack ... and Angry Birds comes with it free.
The included Roku remote can stream the audio to a headphone jack built right into it, so you can listen to shows without disturbing anyone else in the house, and it's motion sensitive (like a Wii controller) for the game titles.
And right now, Roku has them for $10 off, making them cheaper than the AppleTV. So as much as I like Apple products -- I ditched the AppleTV and doubt I'd go back unless Apple really steps up their game with them.
