With still no one being able to properly review the product people's comments are begining to sound a lot like when the ipod came out. I think the initial release of the ipod and the initial release of the AppleTV are one of the same. People just don't know how to react to this device yet. For those that don't remember when the ipod came out it was not the fist mp3 player nor was it the first hard drive mp3 player. Roxio had a rather clunky hard drive player that could even play more formats then the ipod. People cried out that it was over priced ($399 at the time) claiming they could buy a iMac for only $500 or so more. People also pointed to the already existing mp3 players claiming Apple had no right to compete in the already saturated market. What these people failed to realize at the time was while these things already existed on the market the Apple was the first product to implement the KISS method. All you needed to do was hook it up to iTunes, click sync, and walk away knowing all your music was safely downloaded. When they released the music store in iTunes Apple proved that there was a market for online content and people were willing to buy it. The video ipod then proved to apple that people were willing and able to watch video on a small, crappy screen. Now this brings us to the present: the AppleTV. The AppleTV is not the most first media extending device nor is it the most fully featured. There are better solutions out there that will play more video codec's, but what these devices have failed is wide stream appeal - much like mp3 players did before Apple. The mass market expects to plug things in and have them work - they don't want to be hassled with the behind the scene stuff that goes on with the current devices (network settings, running additional software to communicate with the device, or even hacking it to get it working properly ala XBMC). The mass market is were the Apple product fits in just nicely. The user interface couldn't be simpler as Apple has already proven with the ipod interface. Your AppleTV just appears in your itunes ready to have content copied to it. The only people that will be turned off initially from the device are the people with hordes of media in other formats not already supported by the device such as people with DIVX/AVI files. However you got to remember that is a small proportion to the overall market. Apple is just looking for a simple way to push content from itunes to the TV much like itunes currently pushes to your ipod. Now this leaves us with the speculation part of things. Not all is known about the AppleTV nor is it guaranteed that the formats Apple has released will be final. What I can assure though is this appears to me a excellent device to be hacked by the more knowledgeable user group to satisfy the people that are running XBMC etc. The people that care enough to only want a device that plays certain formats not supported out of the box by the AppleTV will find other ways to make it play those files. 3rd party firmware exists today that allows the ipod to play a multitude of formats as proof of this concept (as too is the large following of XBMC). In conclusion I can see this device as having a slow start as people use the wait and see methodology. The ipod wasnt a success overnight but its sales soon outpaced all other mp3 players. I can see the AppleTV doing the same thing.