Like everything else, the manufacturer of today simply develops it, then ships out their products and are done.
I have used support for lots of problems with products ranging from refrigerators to routers to DVD players and in all cases was able to easily call tech support and talk to a human. How did I find their support numbers? They were clearly printed on the owner’s manuals and on their websites. I didn’t have to wade through forums calling people with legitimate problems stupid and suggesting they pay a third party to fix it . Can the geek squad fix a firmware issue?
Maybe ROKU thinks they can ship a product and walk away, but that’s a recipe for class action and bankruptcy.