The Google TV platform is built on top of Android, giving Google TV platform devices full access to the Android market place. Yes it can browse the web but also has access to over 50,000 apps. There will come apps that are made specifically for the Google TV Platform, and from that you will see the NBC, ABC, CBS, FOX, WB, HBO, SHOWTIME, etc... networks making their own apps for the platform. Beyond that there are games which Android already supports all of the APIs for making compelling games, controllers will be created for it since you can develop and register devices with the platform. These examples are just the obvious things, once you have a rich open platform connected to a Television with and open marketplace, who knows what unknown things people will come up with. Assuming that the set top boxes come any where near the Roku price point the only way I can see the Roku player competing is by making and Android based Google TV device.