If you are an early developer for a platform, you get an outsized share of users that can be a reasonable advantage. We developed for AppleTV when it was first opened to general developers and were able to rank well in a key category by adapting a previous app. Admittedly, that was a $x00 product rather than $3500, but I think they'll get enough of an audience (developers, wealthy, enthusiasts, etc) for developers to get in front of. Maybe not worth it for AAA titles, but being one of the only solid apps in a category, or simple games in a genre.
