Looks like they have been around for a few years. However, a few things seem suspicious to me:
1) Why a private Roku channel only instead of a Channel Store offering?
2) Why an HTML5 solution for iOS instead of a native app submitted through the App store?
3) Why two different brands and domains (basic service for $29/mo offerred through USTVNOW.com, but the premium service with HD channels is offered through Nationphone.com)
4) Major networks are only offered with the Harrisburg, PA broadcast channels
In general it seems like they're trying to fly below the radar.