I'm not even going to attempt at commenting on this right now. I think the future of TV or TV-like entertainment is a potential "wild west".
"Happy slaves are the worst enemies of freedom." - Marie Von Ebner
"It was always the women, and above all the young ones, who were the most bigoted adherents of the Party, the swallowers of slogans, the amateur spies..." - Orwell
I have an Apple TV (the older style) and I love it. But only because I hacked it to put on XBMC and Boxee. I've never used it the way it's meant to be used.
Hopefully these new Apple TVs can be rooted, too.
"ATTENTION: Customers browsing porn must hold magazines with both hands at all times!"