If everyone got updated at once, you risk more updates to every single device. If you update some devices, find bugs, then later update other devices with this corrected firmware you skipped a firmware version of that device. They didn't experience the issue. So I believe Roku is doing the same thing here. The v9.0.x you get may not be the same as everyone else. The reason not everybody gets the update at once is because not everyone needs it. You might not need this version with all the bugs. You want the next version. Once they clean it up enough that the entire world can consume so be it. But right now you take small bites of the cake, see how the cake tastes to different folks, and adjust the recipe accordingly and issue new cake. The recipe probably isn't the final version hence the cake isn't finished. The OS9 update is the same vein. In open beta tests you can squash alot of issues. Then you need a real world test on a small scale to see how the average joe handles the update. If it appears all good with joe, maybe push up the sample pool to get the next update a little big larger. Keep expanding the pool of users being offered the next update until you get the size samples you need that tell you the good and bad. Squash the bad, increase the good and move forward. Eventually every single device is updated to OS9 but perhaps not the exact same build as it is always improving. To get there takes time. Time is the enemy.