Google is already doing this with their default Android TV launcher. I tolerated their home screen 'recommendations' for a while as they occasionally highlighted something interesting to watch, but one day I switched on the TV and was greeted with a huge advert banner for a fucking watch on the home screen.
At that point I spent a few hours setting up FLauncher on all my ATV devices.
This launcher looks super cool, does anyone bychance know if it works on FireTVs?
I was ok with the FireTV launcher up until they made it autoplay ads with sound everytime you turn the damn thing on.
I can't speak from experience as I don't own any Amazon devices, but I have read reports that it seems to work fine with the FireTV variant of Android.
The dev has only tested it against Chromecast with Google TV, with that said I'm using it on a Shield TV and a Shield Pro and it runs fine on both.
That's the reason I've been using Roku. I couldn't stand all the suggestions and ads on my Google TV. If Roku does that, too, then there's nothing good to distinguish them.