First Impressions of the New Apple TV from The Verge

Starting at the 1:22 mark:

The universal search works across iTunes, HBO, Showtime, Netflix, and Hulu right now, with support for additional services coming. Apple's not saying whether Apple will add the support or whether 3rd party developers can add the support.

Looks Apple might be going with the approach that I called "unsustainable" earlier today.