This is a place for people who want to make the AppleTV even more awesome than it is already out of the box.
Talk of the town is that people have started buying Apple TV because of this project who hadn't even considered it before. There are said to be sales guys pointing to this project when asked by potential customers, "will it play XYZ?". We want Apple to succeed with the ATV, and to sell more!
No company in the world can build all the features into a product that users might want right from the beginning. But given Apple's proven track record of building great improvements right into the next version, we see enormous potential. In this spirit, we hope that Apple will eventually release a developer kit, or a guide for embedded applications. Especially since the Apple TV stands on the shoulders of giants.
By the way, opening the box voids warranty. That should be clear.