For years I was a big fan of Roku. It represented a better value alternative from the big corporations pushing their own agenda like Google, Apple, Samsung, and Amazon. They made products that were intuitive and user oriented and carved out a very nice and stable market share for themselves because of it. Now they're just leveraging their hardware relationships to transform the software into something terrible.
I used to look for tvs with Roku built in. Now I've disabled Roku features from my smart TVS and use a separate streaming device.