Just woke up the Roku 3, and lo! and behold! there is an HBO Now app right there on the main menu.
The app has been out a few months (October?) and I never added it to my Roku because, well, I don't want it. But, kinda like what happened with Showtime a few months back, it showed up. Position 6 for me.
An ad for it, fine. It'll get exposure, and if I want it, I'll look at it. But just up and putting on there for me? Not cool, Roku. Not cool at all.