In a silent update pushed out last week, Apple added a new section to the TV Show and Movies section of its Apple TV software: Genius. As with iTunes on the desktop or on iOS devices, it shows you content you might be interested in based on your current library. There's a general "Movies For You" section up top and then other recommendations broken out by what you've recently watched underneath it.The same interface applies for TV shows.
It's notable that Apple pushed out the new options without requiring a full firmware update, but beyond that we haven't seen Apple pay much attention to its "hobby" device. Apple's blowout quarterly report stated that it had sold 1.4 million Apple TVs, which in the set-top box market seems like the kind of numbers that could serve as the basis for a more aggressive push.