What are you referring to? Selling Lion for $30 for all your machines isn't a money grabbing decision by Apple.
What only works on functional machines?
I see no problem with selling the server upgrade for $50. How can this cause trouble?
AppleTV is getting a software update too. Don't confuse the iOS 4 AppleTV with the iOS 5 AppleTV. Apple isn't dumb. Like Steve said, they build stuff they want to use themselves. I'm sure they've thought of this.