Finding apps for the new AppleTV

Does anyone know where I can find a complete & regularly updated list of apps for Apple TV.

You'd think Apple would open a store similar to the other app store's, but I can't find any complete listing anywhere. Even the search page on the aTV itself is limited to a few if you just want to browse! You have to enter a search letter, but going from A-Z is so tedious and unnecessary,it's off-putting.

I think Apple needs to update the search page so it loads all available apps, and trims them when you enter a letter in the search bar. It's not Rocket Science.