Around two or years ago, Roku announced that they were working on integrating streaming apps into their user interface, in a way that would no longer require exiting and starting separate apps to jump between content; for instance, if one was 'attached' to netflix, one could scan the content of, say, Prime Video, select content there, and jump straight from the netflix item you were on directly to the Prime content. There were small changes to the roku OS that would start to make it work, then development seemed to cease. Jump forward to now. 2020. Amazon Fire TV has rolled out a new OS that does precisely what I just described. One wonders if roku will restart their project from two years ago and catch back up, as this appears to, for the first time, to leave them significantly behind in streaming usability.