It's also amazing how much better the box is. The UX is fast and responsive given that it has an A15 processor (same as an iPhone 14, but 5 core instead of 6 core). Single-core Geekbench scores are over 10x competitive players like the Google TV Streamer and multicore are around 7x. Given that a Google TV Streamer costs $100 and an Apple TV costs $130, you're getting a lot more value for your money with an Apple TV. Even an Nvidia Shield TV is 1/6th the speed in single-core and 1/5th the speed in multi-core.
The Apple TV is a bit over-engineered, but most players are woefully underpowered and it leads to a terrible experience using them.
Plus, it's just so nice buying a product where I'm not bombarded by ads and UX anti-patterns trying to confuse me so I part with my money.
And I spend less money on the box too. $130 for an Apple TV is a lot less than what I've spent on Roku, Fire TV, Chromecast with Google TV, and Tivo Stream devices over the years - hoping one of them would work well.