Explained on their Facebook Page. But if they are branding, licensing &/or doing a private-label deal there is NO reason to show "what's inside" & may not even be allowed to.
Especially if the Super Bowl date turns out to be MORE THAN, just a memorable date. Right now that's when UltraFlix is scheduled to debut.
But, Amazon has quietly said they have an Android-based box due out so,...we'll see what's what right quick. NTEK, imv, has always ACTED in shareholders' best interests: I see no reason to doubt them &/or question their judgement.