After rereading you're reply, I was thinking, they are advertising several different devices that Roku offers, most people like us just have the box then download the apps from the internet. They are advertising all of their accessories that you can get through Roku, so from that standpoint it does make sense. When I read you're reply I started thinking well yeah that is kinda stupid advertising Roku to Roku users. But advertising all of their accessories makes sense.
These commercials are on the tv ONLY, unless someone on here comes on and says they get them on their phone or computer. The other notion that you brought up about the softwear they developed, it will be interesting to see what all they will be able to accomplish with it.