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Is Sony Ericsson short changing Satio users?
Very few AppleTV's have even been sold. Have you ever seen a quoted sales number from Apple? I haven't. That almost certainly indicates sales failure for an Apple product.
Nobody is going to acheive mass market status by trying to get the US public to buy an extra box to connect to their TVs.
They may be able to convince the cable and satco's to license their IP and put it in their boxes and achieve mass market that way, but that's about all they can hope for.