This really is the only viable option right now, and specifically only the Apple TV. The Shield and Chromecast are slight improvements, but of the mainstream TV choices, Apple TV is literally the only product that puts your privacy first.
I wish AppleTV would allow side-loading apps. That would be the best of both worlds.
For example, there is a popular convenience store app that gives discounts on items such as coffee but in addition to the standard tracking, I also discovered code that indicates they are using bluetooth beacons to do in store tracking. Instead I am pulling their api to fetch the deals so I can ditch the app. Would be great if there is an existing collection so I can ditch more official apps more easily.
(Not an endorsement; Have not used any of them myself).