Problems with reliability of Apple TV will inevitably hurt Apple's bottom line, so Apple certainly has an incentive. For example, the next update of Apple TV will reportedly work around problems that Apple TV has had communicating with certain TV models. This will be the 3rd Apple TV update, indicating that Apple is giving quite a bit of attention to resolving Apple TV problems. But returning the unit you bought to buy another is silly, unless you just want to make sure that you didn't get a defective unit (to the best of my recollection, nobody on this forum has reported a problem that was resolved by exchanging the Apple TV, but you never know). If the problems that you are experiencing cause you to feel that you aren't getting your money's worth, then you should certainly take it back--but then why buy another? Buy another device, like the Roku, or watch this forum to see when the problems that you are experiencing are resolved.
Moreover, there is a pretty good chance that these Netflix issues (at least, the ones that aren't due to bad wifi connections or router problems) are at Netflix's end rather than Apple's. Streaming from Netflix is a complex operation, involving interactions with software hosted by Amazon and content supplied by servers operated by content delivery networks under contract with Netflix. It is likely that different devices are talking to different servers. Netflix has reported that Apple TV is one of their fastest growing clients, so it may have outgrown capacity. Netflix in general seems to be very concerned with quality control and the user experience, but their incentive to solve Apple TV problems in a hurry may be a bit less than Apple's, as Netflix has a lot of other clients available to consumers. If the problem is a traffic jam at Netflix's end, there's not a whole lot that Apple can do about it.