opposite experience for me
after 3 x puck-of-pain, ALL eventually developing the same logon issue (which NowTV always blamed my stable, for every other device, WiFi) and i figured out it was ACCOUNT related by simply starting another I literally gave up!
I would then use Airplay to get the NowTV app on the telly from an iOS device, which worked but seemed a tad heath-robinson
Longed for a direct app on my AppleTV but didn't get that ability until I upgraded to Apple TV2 (4th gen)
when I need NowTV I can view with the hardware stability of my Apple TV (the puck-of-pain is what it is, cheap!) ,
so I'm not so unhappy about the User Interface of the app as I literally press and go to watch a particular show/content
IF there was better and more content that I wanted to watch, then perhaps I'd have the same beef about the dated and featureless app that i see in many posts
but for me its a play button to SKY shows that I wouldn't normally be able to access from Virgin... and nothing more.
my 50 pence.