iPads and AppleTV can now be set up by users not owning computers, and movies can be streamed from iCloud. However, when you buy a film with iTunes Extras (like DVD extras), you can only view them if you go to a Mac or PC. You should be able to see the full iTunes Extras content on AppleTV or iPad. iPad is ideal for showing this content as it already has a browser and the touch screen would be ideal for it.
People who buy films on their AppleTV direct are being restricted from seeing all the content they are buying. It also does Apple no favours as their customers arent seeing the full user experience they could get.
Frustratingly, you could view iTunes Extras on the very first Apple TV, but they switched off the feature when they moved to the second model. With films like Prometheus and Avatar including such rich extras content, and Pixar films having glorious HD supporting films that can only be viewed in HD as part of the extras package, then users can not view them without accessing them on a Mac or PC.
(The same goes for iTunes LPs too).
If you feel the same, do sign the petition :-