[jjd-uk]

Baytrail NUC is about $140 so hardly double the price.

Yes I understand the BASE price of NUC. But you need RAM, you need storage, both which add to the cost, then assuming the person is looking to do the things the FireTV does you'll also need an IR remote/receiver. All of that gets you to around $200.
Add in a Windows OS, that's another $100.
Add in a SSD for Windows that's another additional cost.

Saying that the NUC is $140, and just ignoring the fact that you need RAM, Storage, and Operating system (if you're not running OpenELEC), isn't really a fair comparison. It all depends on what the poster wants to do, hence why I was saying that Baytrail NUC is a completely different, beast, but it's a full x86 capable processor vs FireTV which is running Android. You got lots of options of what you can do with x86.

Edit: Ya what davilla is saying. I'm making it apples to apples and explaining the original things koying said in response to that post in terms of hulu/netflix since I'm afraid the poster may not understand exactly what koying was saying when he was saying the nuc was XBMC only, that he was talking about OpenElec.

RAM and USB stick as storage is no more than $20 in total then run either Openelec or another Linux distro + xbmc and who wants to use the crappy included remote.