Almost set aside in a Forbes story about Netflix’s online ambitions, Roku VP Tim Twerdahl mentions that later this year the $99 box will be upgraded to stream content from other providers aside from Netflix. That would make it the first major set-top box to hook into multiple services and could turn what is already a very good product into a category killer. Even without the extra features, the Roku box is already a hit, and it’s because it’s embraced the idea of simplicity. Naturally, the price is another huge boon for the product, at $99 and the service is free if you already have a Netflix account.