So I finally got invited to the Boxee alpha, and had to move the apps to the ATV.  I couldn’t find a clear way to get the frappliances until I found a forum entry describing the process.  It’s still kind of kludgy given the rest of the stuff I’ve seen from the app/company… you’ve got to download the atvusb installer and then expand it and then pull the frappliances out of the build:

Path to find the apps in the atvusb-creator is: atvusb-creator\atvusb-creator.app\Contents\Resources\payloads\patchstick \plugins

copy them onto your ATV where your other plugins live in /System/Library/CoreServices/Finder.app/Contents/PlugIns

and then restart the finder.  Worked great.  Now to find out what all the hubbub is about…