TV is made for both Mac and PC, it's hard for a PC user to have their life "controlled" by anything but Microsoft.You can add Paul Thurrott to the list.
"Compared to other living room solutions, the Apple TV falls flat unless, again, you've really made a commitment to iTunes and have decided that's the way to consume TV and movie content. (If so, you're kind of a tool, actually.) For the same price, you could get an Xbox 360..."
http://www.winsupersite.com/reviews/appletv.asp