Purpose of Apple TV

Confused about the purpose of Apple TV.
Is it really just essentially a $99.00 box that lets you rent movies from the Apple store? I can already do that with Pay-per-view.
There HAS to be a more compelling reason to own it... doesn't there??
Any ideas are appreciated....

Do you not do any research on your own? Check the following site for what ATV does...
http://store.apple.com/us/browse/home/shopipod/family/appletv?mco=MTM3NTM1Nzk
Get a NetFlix account and you can watch movies 24/7 for fee of around $8-$9 monthly. Better deal than HBO for movies. You can also download TV programs for a reasonable fee. And yes, you can rent movies like you can with PPV, but the cost per movie is a dollar or two cheaper with ATV. And there are several other features also.

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