Agreed. There is a company (I don't recall the name as it still is somewhat early in testing) that has a product that is supposed to be a sort of "menu" for all of the other apps. It has its own guide that is supposed to show everything available to you on the main apps out there that you pay for. You pick what you want to watch, it launches the appropriate app and fires up the specific show that you picked.
As you can imagine, getting all of that content coded in from companies that are competitors has to be pretty tricky.