I like my Apple TV. Its just a shame that Apple hobbles it by not including more services. I spent a long time trying to figure out if I wanted the Roku or the Apple TV. I eventually went with the latter because of the iTunes streaming support from a Mac. I much prefer the Netflix interface on the Apple TV versus that on our other devices (tv, blu-ray player and ps3).
We have both Amazon Prime and Netflix. We primarily use Netflix, but Amazon's free streaming choices are growing all the time. Just with my Apple TV would support that too.
If I want to stream Amazon, I can use the blu-ray player I have. But the Apple Netflix interface is very nice, I rarely bother. And I like a lot of old tv, and Netflix is great for that.
And with iTunes Match I have access to everything I have ever bought from iTunes - plus all of my music. Heck, the digital copies of Blu-Rays I buy show up in the purchased films, and stream very nicely. Often look better through the iTunes stream than the original digital copy did.