Google TV cometh [the competition]

Apple just launched the second edition of Apple TV, Microsoft has Media Center, and now it's Google's turn with Google TV. Logitech launches their vision soon, as does Sony, so once again it's Apple's integrated model against Google's de-coupled software, and only consumer choice can win.
To make their case for your living room eyeballs, Google has set up a new http://www.google.com/TV/ site, and it looks... well, I can't tell because it's in Flash but here's the friendlier version and that looks great. While Apple hasn't (yet?) seen fit to give us apps (or a browser) on our iOS Apple TV's, the Android-based Google TV has them out the gate. (Though like every similar service, there's likely to be much less available outside the US.)
This is serious competition from a serious competitor, is Apple TV 2010 enough for now or does Apple have to iterate faster now?
[Android Central]
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Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.