This patented product is made by the trusted leader in media-player mounting. The Total Mount team consistently delivers quality and reliability. Many customers appreciate that this product positions Apple TV for reliable remote reception. Another key benefit is that this mount eliminates the need to tunnel the HDMI cable through your wall (because the mount positions Apple TV such that it has easy access to the HDMI port on your television). The remote benefits and the ease of installation merit the $29.99 price.