It seems like everything about Roku’s Netflix Player seems understated, from the plain, unceremonious purple box it shipped in, to the nondescript black plastic case, to the stripped-bare user interface. [1]

Roku (pronounced “roh koo”), founded in October 2002, is a privately held Saratoga, California consumer electronics firm which specializes in home digital media products. [2]

Roku has significantly expanded the available channels for its tiny streaming set-top box with the launch of the Roku Channel Store. [3]

Roku is easy to set up and use ‘ all you need is a high-speed Internet connection (like DSL or cable internet). [...] We were the first company to stream Netflix movies to the TV and still are the highest rated Netflix streaming device by both Netflix members and the press. [...] With built-in Wi-Fi, the Roku player connects to any wireless or wired home network. [...] Once you’re up and running, finding something to watch couldn’t be simpler. [4]

The Roku Digital Video Player originally began as a set-top box to enable streaming of Netflix’s Watch Instantly feature directly to users’ TVs. [3]

Netflix instant streaming ready Netflix members can now easily access over 12,000 movies and TV shows – including some new releases and hundreds of options in HD – instantly from Netflix over the internet. [5]

The company’s SoundBridge player, which lets digital music files stored on PCs to be played on home stereos, can be connected either wirelessly or with Ethernet. [6]

The NXP-powered device runs Linux, costs $99 and provides unlimited access to Netflix’s streaming catalog, Amazon Video on Demand, and MLB.TV. [...] The unit has four card readers on the front and can read from Memory Stick, MultiMediaCard, SD Memory Card, SmartMedia Card, CompactFlash Card type II. [...] Roku’s audio products do not use internal storage but rely on Wi-Fi or Ethernet to stream digital audio over a network, either from Internet radio or a computer attached to the same network. [2]

“The Roku Channel Store turns the Roku player into the world’s first open platform designed specifically for the TV,” said Anthony Wood, founder and CEO of Roku, in a statement. [3]

A lot of movies on instant watch look really good for their time IF you get the max quality and loading is a few short seconds as well. [1]

Sources:
[1] Roku Netflix Player hands-on, first impressions — Engadget
[2] Roku – Wikipedia, the free encyclopedia
[3] First look: Roku Channel Store expands connected set-top box
[4] Roku Netflix Player | Watch Netflix Ready Devices Instantly …
[5] Amazon.com: Roku HD Player: Electronics
[6] Roku: Information from Answers.com