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.

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.

The business of streaming is revolving more and more around how many ads users are willing to sit through for the sake of cheap content. Roku is pushing that deal to the limit with its first tests for ads that play in the worst place possible,