Calling it a Hobby is a great entry point, as in removing the threat from the usurper on the most cherished media device in the typical american home - the TV, the size of the thing? you don't even need to reorganize your setup. just plop it there.
They are positioning themselves better then say Microsoft is, simply by referring to it as TV something, which is familiar to most people and isn't regarded as a niche market.
Consider the Xbox360, it has a relativity competitive price, all the features the Apple TV has plus, and superior implementation of others (codec support for one), and I am not even mentioning the fact that you can play games on it. (and the networks currently supported on Xbox can be seen here - http://social.zune.net/tv)
The Xbox however, is marketed as a game console, not as a Netflix, Music Video streaming/renting/buying device, that leaves it in a corner that apple is currently free to dominate using their considerable marketing clout.
The form factor and name are unassuming and non threatening, it passes clear below geek radar, but grabs the imagination of the public, in this case even without any clear technical innovation.
This is pure speculation on my part, but I think that when Apple starts caring about the set-top, you're going to know about it, because you won't be able to catch a train without seeing 10 billboards about it, and the product offering itself will be so complete that HN users will not be able to shut about how unjust its restrictions are.
The notion that Apple is just lousy at marketing set-top products and that's why this isn't a runaway success beggars belief. Did you see Steve Jobs just collect a huge round of applause for introducing buttons on an MP3 player? Because I just saw him collect a huge round of applause for introducing buttons on an MP3 player.
They are positioning themselves better then say Microsoft is, simply by referring to it as TV something, which is familiar to most people and isn't regarded as a niche market.
Consider the Xbox360, it has a relativity competitive price, all the features the Apple TV has plus, and superior implementation of others (codec support for one), and I am not even mentioning the fact that you can play games on it. (and the networks currently supported on Xbox can be seen here - http://social.zune.net/tv)
The Xbox however, is marketed as a game console, not as a Netflix, Music Video streaming/renting/buying device, that leaves it in a corner that apple is currently free to dominate using their considerable marketing clout.
The form factor and name are unassuming and non threatening, it passes clear below geek radar, but grabs the imagination of the public, in this case even without any clear technical innovation.