The link is not working - at least not for me. Went to USA Today website and read the story.
One of Roku's big advantages is that it has remained fairly independent of the streaming services it provides so I think this would be a mistake for Roku to begin advertising in spite of its income shortfall. Doubly so when the new Apple TV comes out this Fall and begins to siphon off its sales. Personally I think Roku has too many models, it should pare its line-up to a flagship and base (stick) model so it can better service its owners when firmware problems pop up.
I'm not sure how the advertising would be inserted but if it became unduly obstructive I would likely drift away from using mine.
All I Really Need to Know I Learned in