Some in my family have the current Apple TV version. They like it, but I don’t see it for me, I’m not that much into Tv though and don’t have nearly the movie library they do.
I like the Netflix $9 streaming offer. They still need to stream more content, but I’m happy with the value so far.
Add in free Hulu and the bar for media delivery on the Internet has been set - $10 per month is about what Apple needs to do if they want to capture any more of the market than their existing base of users.
Especially when you consider there are 74+ million Nintendo Wii and 60+ million Xbox systems out there which already stream Netflix and Hulu. That's an installed base that Apple will need to consider - about half of the households in America already have this capability. Selling yet another box to duplicate that functionality - especially at a higher monthly cost - will be a VERY tough sale, other than to the existing Apple adherents (who are, in fact, a small minority of the market).