Apple TV stuck on could not sign in

I have an Apple TV 3.

After moving to 2-factor authentication (didn't want to, but had to because of the apps I run) my Apple TV has stopped responding. Here's what it does:

- after reboot (unplug and plug back in)

- it goes to the screen that says "Apple TV could not log in" etc etc

- problem is: no matter which ATV remote I use (I have two) the ATV does not respond to them. It just sits there at the "could not log in" screen.

- in other words I can't click "OK" to log out and back into my Apple ID with the password + authentication code.

I can't do anything. I can't get to the settings screen or anywhere else, I can't reset it. Tried unplugging and plugging back in over and over. that's not the answer.

Short of throwing it in the garbage what do I do.

PS - Apple, I used to be a big fan but nonsense like this has become all too commonplace.