but.. wait...
Apple TV is a joke at any practical level. Oh sure, if they actually make a telly* that might change things (i doubt it) but you'd have to be deep, deep in the "Personal Enemy of Xenu" level of the cult before you got one of these things for itself rather than as an XBMC box.
*We still have only rumours about a telly. And yet there is already industry puff, PR and scrambling. If I were Apple I'd vigorously refuse to answer (planted) questions about working on a iFridge just to see what the industry press does.