You don't have to check randomly... it does periodic checks to see if a new version is available. It is only when you are compulsively checking every 5 minutes that you manually have to do it. This is exactly like iTunes and the iPod/iPhone software updates.Um, did you ever think that maybe iTunes could simply direct the AppleTV to download the update? Geeze, people. You act like it's a big deal to offer improved functionality to users. But then, MacOSX isn't exactly known for customizing options so I guess you're not used to having choices. Why would you want to update it from iTunes? Maybe because you happen to be using your computer and it could tell you an update is available (like it does for the iPhone and just about everything else it services) whereas AppleTV has NO indicator what-so-ever that there's an update available. You have to randomly check it yourself (they could update that aspect also, really).
Heck, I don't even get why are you even arguing about it. I point out that they could offer the update switch through either method (you can use whatever one is more convenient for you at the time) and you argue that's a bad idea.... unbelievable. iTunes already tells what software it's using; it wouldn't be hard to add an update button there. You have to register using iTunes. You have to sync via iTunes. It only makes sense to have an option there to update for those that use their computer with it and leave the menu option for those that are supposedly using it without one.