"But Roku the company is highly motivated to figure out more ways to make more money from more ads on Roku devices."

Ad people are about making your life as shitty as possible right up to the point of you leaving their service, etc. I don't own a Roku and never will.

https://arstechnica.com/gadgets/2024/04/hdmi-customized-ad-insertion-patent-would-show-rokus-ads-atop-non-roku-video/

Roku patent invents a way to show ads over anything you plug into your TV

System would detect paused content on external devices and show ads on top.

^{Ars Technica}