Roku, long known as a quiet infrastructure layer beneath the television experience, has stepped into the foreground with its first premium OLED sets — a move that signals the company's ambition to own not just the software stack but the screen itself. Priced to undercut luxury rivals, the Pro Series OLED line is less a product launch than a philosophical statement about where Roku believes its future lies: deeper inside the living room, closer to the affluent viewer, and more indispensable to the advertiser. Yet this assertion of identity arrives at a moment of profound uncertainty, as a pendi