Roku: A Serious Competitor for the Apple TV?

Netflix introduced a streaming box, aka Roku, which will allow you to get access to Netflix "all-you-can-eat movie downloads" download service. The 100 USD Roku box lets you connect and browse through available Netflix content, which currently consists of about 10,000 titles, then you can download movies and TV series directly to your television set. The price of such offer? The Roku box sells for $100 and all-you-can-eat download subscription plans start at 9 USD per month.
Of course such streaming offer will heavily depend on your ADSL connection, with VHS quality for 1.5Mbit/s speed, while DVD quality will require sustainable 4Mbit/s... and HD be even more when it will be available...
If one can think such offer might be the expected answer by customers to be attracted by online video store, it remains to be proven, even though, one easily listen to a music track several times, you hardly watch the same movie 5 times a week, or even in your entire life. So the business plan does not have to be the same for the online video offer as for online music.