I still think that the Apple TV as it has now been unveiled is a trojan horse for the company (not of the malicious software kind, however). If this thing sells enough units — and at the new price and design, it very well could sell that mystical figure known as “enough” — one can easily see people begging for a SDK to develop apps (especially “casual” games) for it.
And, like the original iPhone, Apple can act like its arms are being twisted and then “relent” by doing what it intended to do all along. Right now, launching with an app store might be embarrassing. The current Apple TV hasn't been that successful (by Apple's own admission) and so interest could be tepid. Just look at how hard of time Apple had getting the major networks to support its new TV rental scheme (just two did). Unlike its other devices, people aren't begging to be involved on the Apple TV. Yet.
But, this device, with its Netflix streaming support and iTunes compatibility, could easily sell well. And then, in Steve Job's lingo, “boom.”