So, I'm trying to understand Apple TV, but I can't figure out exactly what is so special about it. I don't mean to start a war here, I honestly want to know, but I don't see how this is different from Roku? Other than giving users access to the iTunes Store--makes sense, it's their (Apple's) product--it offers the same access to other systems (i.e., Netflix, Amazon) as any other bluray player does. Or am I wrong? Thank you.