They did have a choice to create a platform to commoditize other streaming services by creating a hardware platform for the living room, but instead they figure

They did have a choice to create a platform to commoditize other streaming services by creating a hardware platform for the living room, but instead they figured they had a better chance at playing in the smaller content creation market. Netflix could have kept and built Roku and at this point been in a better long term position with more categories of entertainment.