[Arainach]

I'm still not seeing the part where this is Roku's fault at all. It's Amazon's app responding to the controls the way Amazon wants it.

There's no platform with a standardized "fast forward" experience - Apple TV, Google TV, Fire Sticks, whatever are apps running on a device and those apps all implement their own navigation controls.

[greenbit]

Pretty sure the big A had a problem with older versions of the OS. I'll climb way out on a limb and guess that the API for the apps didn't support embedding control codes in the stream to disable various user controls at points of the content owner's choosing. So yes, the APV app is driving whether to try to force ads on you, buy they couldn't write the app to do that prior to some version of the roku os.

To be completely cynical about it, if APV hadn't demanded the os support, I think some other party probably would have.