UH Boxee has its own box called the Boxee Box. Apple Tv is something completely different and its only $99. And you really dont understand the way the world works if you think all thats involved is just building a channel and its done. Xbox 360 is the only machine that has it right now for a reason. Why dont you do a bit of Googling before you post again.
Calm down Matt.
What he is refering to is they have the boxee software running on an Apple TV unit. He's not refering to the Boxee BOX. A user is working on a channel that streams ESPN3(assuming your provider supports the channel). This same channel also DOES work on the BOX, however it's got some bugs that need to be worked out(VERY slow starting and can't get it full screen on the box).
It would definitely be a welcome addition to Roku.