I once asked an executive from Roku whether the company planned to sell its little Internet TV boxes–available from Roku itself as well as Amazon.com–through retailers. The answer? Not really, since the device’s low pricetag didn’t leave much room for markup. But times change: A Roku box is now available at Best Buy, RadioShack, and Fry’s. This one’s not a Roku product, though: Networking-product maker is selling the Netgear Roku Player NTV250, which it says will for for under $90. It looks like a doppelganger of Roku’s own XD model, and gets all the content (Netflix Watch Instantly, Amazon Video on Demand, Major League Baseball, much more) that’s available on Roku’s own gizmos. Sounds like a smart move as Roku girds up to do battle with Apple, Google, and other much larger companies that are intruding on its territory.

 
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Read more: Internet TV, Netgear, Roku