I just bought the new Apple TV this morning. I'm exactly with you. Been a Roku user forever, but there's so much pressure to sell the hardware at a loss, that they have to extract money from everywhere else. As far as I can tell, I just paid the full price for my Apple TV hardware and now this is the end of it. But, we'll see, I suppose. I've never used an Apple TV before. Hoping for the best! It seems nice.