I have been considering buying an Apple TV for some time, and indeed was ready to get the credit card out last weekend. Then I reconsidered. I now have a fancy new Panasonic Viera TV that would be suitable for displaying information from the Web. Yet both Panasonic's apps and Apple's do not even allow me to so much as surf the web with a browser, locking me into a handful apps that are approved.
So... I don't give a crap about what CPU the Apple TV is running. I'll only be interested when it is opened up to more apps. Moreover, the stock and free apps available with the Panasonic TV are already greater in number than Apple's offerings (e.g., TuneIn radio app is available for the Viera). It seems to me with a mountain of cash Apple could make the Apple TV less of a hobby and more of a money maker (e.g., if in addition to apps they added a blu-ray/DVD drive as well so I could replace other components and also use my iPhone as a remote).