Well, this is rather crappy. But as long as I can still watch Netflix, Giant Bomb, Tested, and a few others not involved in this, my personal Roku use won't see any changes. It's still unfortunate to see old media butting into new media in the least graceful and forward-thinking way possible, and for Roku to embrace it.
@PillClinton: In their (Roku's) defence, they have to make money somehow.
@Jensonb: I would imagine they've got their supply chain down at this point and are making a decent amount of profit from all those millions of boxes they're selling. But yes, it's true they probably want/need another way to make money, and this deal certainly doesn't mean doom and gloom right now, but it has implications for the future that could turn ugly (like losing the openness of the platform and their relationship with the third-party and indie dev scene).
This continues my belief that HTPCs are still the way to go. It's still the only thing that'll do everything and you won't have to buy-in.