A Roku spokesperson told Ars Technica the pre-roll videos playing for users is no fluke, but an ongoing test by the company in the hopes of amplifying its promotional prowess. According to the spokesperson, it's not as of yet intended to be a permeant feature for the Roku ecosystem.

Users in the test group are unimpressed by the video ads, which play automatically. Customers say they will be eager to toss their Roku devices if the ads become permanent.

Roku is experimenting with delivering users ads when they first turn on their streaming device. Users, understandably, are not happy.