I think when it comes to TV people want a convenient way to watch different programming, so an Apple TV is good as long as it can keep people watching, record like a DVR, and whatever they think.
I've been thinking about the amount of money I've spent on the app store and I do own consoles and a PC. I'm sure you could talk someone into it who doesn't play video games on a console or PC.
There's always the crowd who buys gadgets, but they ignore gaming altogether. Apple is about as universal in terms of who owns the product. Gaming has been gaming for a very long time and the people who know gaming know who makes the consoles. A TV like this is bound to sell if it does DVR, but I can't just replace my game console because APPLE wants to make one.
MS made the Xbox, but this isn't like that. This is the app store and whatever comes with it. Who knows, there's someone trying to reinvent the wheel or start their own network.
It makes me think some people feel ashamed by owning a physical disc and having to walk into to the store to buy games. They want something that goes on the side without it being 100% for gaming.