It's really disappointing. The best deal is buying a $100 Apple Gift Card at Amazon or Target and get a $15 gift card to that store and turn around and buy the ATV with the Apple Gift Card.
If you have a Prime Card or a Red Card you get 5% back on the gift card purchase. So the math is $149 -$15 -$25-$5.
If you count all of the gift cards and cash back as cash it is $104.
Costco had the 128GB version for $99 in September.