If you haven't tried "Leanback" from Google yet -- try it. You can use the service without Google TV by going here. It's cool, but even cooler on TV.
I've always found searching YouTube was painful using AppleTV. It was still addicting though. I could easily spend an hour or two just searching for videos with friends who are up-to-speed on internet memes. Leanback takes that to another level.
You can watch YouTube on your TV without searching. It really feels like you are channel surfing -- and it's fast. I feel that it's going to be a hit, but I would be interested to hear what you think about the service. Is this going to be commonly used for people with Google TV? Or is it going to be one of those extra features that is just cool at first, but ends up collecting dust?