Thanks everyone for their replies.

Interesting insight into the use of the device by this technology community.

We're looking at bundling the Apple TV along with some iTunes credit in with our new Ultra Fast Broadband product as an additional incentive for customers to switch over to fibre from ADSL.

My main hang-up with the device is it's lack of NZ-content & Television out of the box. If the next software update brings it onto the same platform as iPhone, iPad iPod etc.... I'd be completely sold!