I don't think they look or care. Roku, continues to produce the best streamer on the market. The lack of a Slingplayer channel on Roku can only be compared to VHS vs. Betamax or Blu-ray vs. HD-DVD. Roku is blowing the competition out of the water and is as close to becoming a standard as possible in a world where Apple products exist on their own little island. Non-Apple TV users all lean towards the Roku, this is backed by the fact that Roku recently sold there 5 millionth box. Right there are 5 million potential Slingbox consumers. But no Slingbox continues to support Betamax's and HD-DVD's of the world. Look at the track record. Slingplayer is supported on 5 "connected devices" (their terminology)...Logitech Revue, Boxee Box, Sony Google TV, NeoTV, and WD TV. 2 out of the 5 of these connected devices did not last in the market place because they were/are inferior products. I own and relunctently use a WD TV Live box, I would throw it off my 25th story balcony in a heartbeat if Slingbox got their act together and created a channel for Roku. If I were Slingbox, I would want to ensure my product was available on the market-leader of streaming devices. And if I were Roku I would want to continue to outshine my competition by making sure my product could not only do what the competition does, but do it better. A Slingplayer on Roku is a win, win, win...win for Sling, win for Roku, and especially a win for the most important stockholder, the customer. Without the customer and meeting our needs, there is no need for either company to exist.