The last thing I need is someone controlling what I watch and what it costs me. If Apple follows it's normal business model, the TV would be locked to iTunes and nothing else. Apple thrives on those who can't handle things that are mildly complicated. Sort of a blonds' best friend. I don't buy Apple because I don't like being told I can't do something.
It is like control freak big brother saying you can't unlock your phone, change your battery, add flash memory to your phone, choose the cell phone service provider you wish, run OSX on a PC, access iTunes with any pmp device you wish, author applications for you phone without their consent and on and on it goes. The worst part is they charge you more for less.
I suppose they do well because of the overall laziness of modern society. There are a lot of people out there that just can't handle making their own choices or are just too lazy to do so.
Me, I prefer freedom even if it means things could get a bit complicated and I might have to apply a little effort to get something done.