When I received my email today and found out it was Ultra Violet, I was quite upset. I emailed the address they have listed on the F.A.Q. site with my complaint.
I backed the Kickstarter, but in order to watch it on my AppleTV I have 2 options: 1. Purchase from iTunes. or 2. Pirate.
The money I spent to back the Kickstarter could have been used for the iTunes copy. Which doesn't need an external player and is easily accessible on my AppleTV. The iTunes version may have DRM, but it's easily strippable if I desire to back it up for example.
Edit: Some spelling.