I can't find a way to edit my post, so I'll add to it here.
For all the frustrated souls reading this thread, there are very good reasons why Apple doesn't allow Siri to be in a different language from the iTunes Store.
At WWDC or one of the live Talk Shows, Phil Schiller mentioned that Siri in the iTunes Store faces a unique set of challenges.
- On the Apple TV, people are looking almost exclusively for named content.
- This content can have titles in many different languages, often that the customer doesn't speak correctly.
- Certain types of searches are much more common than others (for the latest blockbuster movie, popular TV show, etc.).
- The availability of content varies from region to region, so a common query in the US store might not even apply in the French store.
- The availability of subtitles and main languages varies from store to store.
Siri is a group of computer programs optimized for different contexts. In France, the goal is to give a good experience to a French person using the Apple TV. An enormous amount of work went into making this possible, most of it revolving around understanding millions of queries in a French accent.
Siri in French for the French iTunes Store on the Apple TV is very different from Siri in English for the US iTunes Store on the Apple TV.
For Apple to create even five optimized versions of Siri (in the most widely-used languages) for each iTunes Store for the Apple TV would be a massive undertaking with very little benefit to Apple.
Sure, Apple could just "turn on" Siri in your language, but the user experience would suck because Siri wouldn't understand 90% of what you say. Apple doesn't do that kind of thing.