There's a new settop box in town. The ROKU streams Netflix video to your TV. And the folks at ROKU have answered the top concerns in five bullets.
Alas, it doesn't fix the problem that the studios will not allow Netflix to stream all of their content so there's only 10,000 movies instead of 100,000+. And strangely, it doesn't have a hard drive so it cannot buffer the stream, which seems a poor decision.
In any case, the messaging on this is so clean and clear I have to admire it. Maybe it's just easier for consumer goods but could you do the same with your positioning?