I've said it all along that I don't understand why Google chose Intel as the preferred platform for Google TV, when Google TV is Android basically, and Android was built on ARM from the beginning.
The dual core chips based on ARM will start appearing in devices in 2011 and I'm sure they are pretty competitive with Intel's Atom, which is much more expensive and uses a lot more power, too. And that's what the ARM president, Tudor Brown, says about it, too:
"We are talking to Google, but we have nothing to announce right now ... If Google TV is to be mainstream, it must be built on a lower power system, ... on lower cost technology"
Google has already stated back at I/O that an ARM version of Google TV will come early 2011, so we might see much cheaper Google TV set-top boxes, and higher competition, then.