It's targeting the same market-segment with a similarly priced device, which will have much better app-support on a living platform which is in active development.

It may even work outside the US without setting up a bunch of proxies and hacking your router! Yay!

And it can play games too, which I guess is a deal to some people.

But the Roku has wired ethernet and this has not, so for now my Roku not going anywhere.