From MacRumors:

Costing just under 20 Swiss francs, the optional remote was reportedly developed in close collaboration with Apple, after a sizable section of Salt TV’s customer base apparently complained about the poor usability of the Apple Remote that comes with every ‌Apple TV‌ 4K.

I’d love for Apple to release a version of the Siri Remote that doesn’t have that awful touchpad on it. Easily the worst part of the Apple TV experience.