It's hardly Apple's fault that the content providers choose to do business this way - the same cable login is required to use those apps on a Roku or FireTV. A

It's hardly Apple's fault that the content providers choose to do business this way - the same cable login is required to use those apps on a Roku or FireTV. As for the updates, the previous generation of AppleTV didn't have an app distribution model, so adding new apps via updates was the only way they could do it. The current one that's been out for the last few years doesn't do this - if you want the CBS or NFL app you go to the app store and download it yourself.