Used to be a popular question considering how much the service underdelivered when it first rolled out.
However, today they announced that you can access Google Play content (music and movies) via your Google TV.
You may not think that this is a big deal, especially in the face of this functionality having been around for a while on the AppleTV, however, it's important to note that Google Play surpassed 25 billion app downloads in September, which is just 10 months after Play announced 10 billion downloads. That's a hell of a lot of traffic and eyeballs on a store with a competing service to iTunes with a user base that grows worldwide every day.
Now, 25 billion app downloads does not equal the kind of volume that iTunes has done in music and movies, but getting that content onto the living room television certainly makes a lot of sense for consumers and a lot of sense for the Google TV brand.