I'm actually starting to think the $99 Apple TV is also meant for more when used in a household with multiple Apple devices. Testers of iOS 4.2 on iPads are reporting AirPlay controls show up not only in Apple's own apps, but 3rd party ones like Netflix, BBC News and so on. It's not completely clear though right now how universal this is, and knowing how much Hulu hates their content on TVs, there may be a way for apps to disable this option.