Apple TV take 2 in Europe

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As indicated by MacBidouille, the price of the Apple TV has not been lowered in Europe, which makes the device approximately 100 euros more expensive here than in the States. This is ridiculous except if Apple wants to deter their European customers from buying as it is of little or no use to European customers. Apart from the UK store, no films or TV shows are available in the iTunes store so really. Is it worth paying the high price when you will not able to use all the features of the device?