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Are you sure its not because multiple-generations-removed miniaturization technology is cheaper, and the latest Roku devices are under $100? Or that perhaps it's a different economic driver, rather than so the consumer sees its physical size?
Regarding the second app, I think the issue is again non-technical -- content is not available across devices because it's a differentiator. It may seem an artificial barrier -- your Roku can decode any video stream -- but the structure of a system that created the content suggests otherwise.
Sounds like things are ready for interoperation except for the human/economic/structural element.
It's a funny trick of the english language that when we say someone uses an email client, it comes across as an exclusive use. We need an explicit patch.
23andme knows my DNA. They know my email, and possibly where I bought the kit.
They don't know who I am, I hope.
And, regardless, I suspect the de-anonymization will be either so haphazard or so thorough in the future that it's not a primary concern.