My only problem with theTV is its lack of a DVD player. If it had this, it would allow people to use it as an "all in one" media center. Sure there are movies and shows on iTunes, but what if it's a DVD that isn't available via iTunes? Having a built-in DVD player probably wouldn't cost too much more on Apple's part, and it would make the high price a lot more justifiable.
Why would I want another DVD player? I've got too many as it is.
Your desire for a DVD player is akin to those who want a CD player in their car--a bit behind the times. I've ripped most of my DVDs to the computer, and can watch any of them without digging around for the DVD. It's no different than when I ripped all of my CDs many years ago.
What so many don't get is that ATV is essentially iTunes in a hardware form. Anything that's available on your iTunes share can come through ATV in a clean, simple way. Why would you think that you're in any way restricted to content from iTMS?