Channel owners pay Roku to have their pre-programmed direct access channel buttons included in Roku remotes. Which buttons you get depend on which contracts are in place at the time the remote is produced.
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There was another thread that mentioned that the companies pay a $1 per button, per remote.
If this is true, HEY ROKU!!! Are you listening to your customers? Anyone? This is not a new complaint. I will be more than happy to pay you an additional $4 for a remote where I can choose what my fast buttons connect to while using your device.
I am a die-hard Roku customer. I have ditched my AppleTV, Amazon firestick, and I recently unplugged my FREE Comcast Streaming Device. Your product is so easy to use. I use your Roku Ultra for my Living Room. And the Stick in my bedroom, over using my SmartTV's apps. You guys are 99.5% in the right place when it comes to my families needs. Again, I will gladly pay the extra $4 to have the perfect Roku setup. In fact, I will be happy to pay you $16 on top of your enhanced remote cost to have the option to create my perfect Roku remote.