I will only offer that finding content on Apple TV now that everyone has the ability to not only sell content but resell content (eg, HBO on Prime), it's gotten to the point where we sometimes give up on finding a particular movie or TV show and do something else.

I'd like other stores on iOS too, but there's a qualitative difference between 1, 3, and 6 vendors that doesn't necessarily make 6 better than 1. In fact 6 is probably default worse than 1, and requires active management and cooperation to make it behave.