I think a good compromise would be something like this in the account signup (anthropomorphized):
Roku: Please enter your credit card so you can use the built in Roku app store.
User: No thanks.
Roku: Are you sure? If you don't link a card, you can't use our store, not even for free channels. This will limit you to only the Netflix, MLB and Amazon channels.
User: That's okay, I'd rather not.
Roku: Okay, we'll create your account now without a CC. Whenever you attempt to add a channel in the channel store, we'll send you a gentle reminder that you need to set up a CC to access all these wonderful things. (But we'll still let you look at them all!) Have fun with your new Roku!
2. can the provider still can sell on his own with codes etc.. and not lose that 30% ?