Speaking of Apple TV reviews and criticism to the setup experience, Nilay Patel explains in his review for The Verge:

Take setup again: yes, the tap-to-get-settings-from-an-iPhone feature is cool, but you can’t restore anything from a previous Apple TV, so when you first get started you have to head into the App Store and search for and download every streaming app you use. Then, once you’ve got them all, you have to authenticate all of them individually — even apps like HBO Go and Watch ESPN that require the same cable provider TV Everywhere username and password. And the iPhone Remote app doesn’t work with the new Apple TV yet, so you’re stuck either swiping around the onscreen keyboard or digging up a laptop to enter an activation code. It’s frustrating — I found myself reluctant to download new apps because I didn’t really want to log in yet again. If the future of TV is really apps, adding new apps has to be virtually frictionless.

That’s a fair criticism, and I’m surprised that Apple hasn’t figured out a universal “Download & Login” setup flow for TV apps yet. It also sounds like a typical American problem – the issue with cable bundles and provider logins applies to the States, but I’m not sure how it’d reflect, for instance, on European countries.