I think apps for Apple TV would put it over the top. Being able to download and play small app-like games would be fun for a wide audience of people (not just gamers). Playing Scrabble or Trivia games would be fun. Plants Vs Zombies would be cool. While these are available at cheaper on XBox and PS3 stores, you're not going to get your average consumer buying them there.
Throw in an iSight camera and microphone for Skype/Facetime calls and it would be useful in homes and in offices.
Totally unrelated, sort of related, I'd love for some kind of IMDB integration for TV and movies. Hitting the info button during a show and getting the full list of actors from the episode and then seeing what they were in would solve a lot of "where have I seen that guy before" without having to grab my phone and search that way.
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