It's pretty clear that nobody in senior management bothered to use this product prior to launch. You'd hope that Tim Cook would spend a significant amount of time banging on every new product before it's released, but it doesn't appear that he has the same philosophy as Jobs in this department. The flaws in Apple TV are glaring and point to a major problem in how that department and/or Apple as a whole is structured.
Tim Cook should apologize for this travesty. Apple TV solves no problems and does not improve the experience compared to the other boxes out there - Roku, Android TV, Chromecast, Fire TV, etc. Apple TV is a "me too" product when it could have been a class leading product. It's 3 years too late and many features short of a full deck. Apple needs to go back to the drawing board in a big way.
I suspect that Apple TV 4 was supposed to be something different. I suspect the interface shouldn't have looked the way it does. Apple was planning on bundling channels, etc., and those plans fell through. I suspect the interface and software that we are looking at was kludged together at the last minute when they had to throw Plan A out the window. What we have in front of us is Plan B.
Tim has enough money to buy Kalaidescape. He doesn't need an ATV. ATV is a joke compared to high end streaming systems.