I bought my TV from Costco, it has Roku built-in and I think it gets the same software updates. The full integration has some advantages, like having a single remote that stops the playback when I turn the TV off.
But now that Roku has decided they want in on the content business and the ad business you are stuck with them (as am I). I don't want a device that has to make deals with content providers to take a cut TBH. That's why HBO Max is still not on Roku.
