newfangled Apple TV -- which only started shipping three months ago -- is expected to cross the one million mark in sales prior to Christmas Day. The obvious remark is hard to ignore: "That's a lot for a hobby." And yeah, it is. But it probably has more to do with trends in consumer purchasing and a delightfully low $99 price point than anything else, and if you doubt that logic, you should probably have a sit-down with Roku CEO Anthony Wood. The folks at Business Insider did, and Wood confessed that Roku media streamer sales have actually doubled since the introduction of the second-gen Apple TV. As the story goes, Jobs did the whole sector a solid by refocusing consumer attention on the set-top box realm, and with the most basic Roku retailing for just $59, it's pretty clear that the outfit drives a tough bargain. Roku's also expecting to sell its one millionth box by the close of this year, but of course it's had a lot longer than three months to do so. Still, for an up and comer, selling one million of anything (let alone looking at $50 million or more in annual sales) is quite the achievement.