Logitech announced their GoogleTV device - pretty clear they are aiming for a different market than Apple is with the AppleTV. I like the keyboard but overall this device at this price point is something I would not have considered. It will definitely appeal to the techie and tinkering crowd more than the AppleTV does.
Further update on my AppleTV experience - took less than a week to be asked "can we have this on the other TVs too?". Another pleasant surprise - Netflix has a number of Thai language action movies.