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.
Roku Ultra (4660)
Apple TV (5th gen), TiVo
Roku boxes from every generation.
Apple TV (2nd, 3rd, 4th gen)