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.

That's the situation Roku users are reportedly reckoning with after an update that autoplays advertisements when Roku-equipped TVs are switched on. In a Reddit post spotted by Ars Technica on Monday,

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.