Games consoles are not very tech-oriented. The Roku is every bit as tech-oriented as the Apple TV (they're basically the same product by different companies).
[1] http://en.wikipedia.org/wiki/Xbox_360_sales [2] http://www.theverge.com/2013/5/28/4374480/apple-tv-sales-13-...
I personally use the 360 as my living room vehicle for Netflix and Amazon, but that's only because I also use it to occasionally play games.
I don't game much but I use my Xbox 360 as a glorified streaming device. WMC, Xfinity and Amazon Prime all of them are convenient on 360 especially when compared to Comcast's clunky set top box interface. Ohh did you know Comcast allows me to stream full HD for free on the Xfinity app whereas to do it on their Set Top Box, not only do I have to get a new one, I would have to pay $5 extra per month.
Google, Apple, and Amazon all have substantially more brand recognition and marketing power than Roku. Additionally, those three companies are also building upon their existing businesses to drive their TV devices and strategy. Smart TVs are also going to cut back on the number of people buying these types of devices.
Roku is a fine option, but I don't see it being a big player a few years from now. I may be wrong, but I think they'll ultimately end up serving a niche market.
I think home streaming is still in
The problem I have with devices from Apple, Google, Amazon are that they limit them to make their own content front and center, and often they won't even allow sources outside their own. With a console, I can stream from Hulu, AMZN, Netflix, or a PC in the office. Plus if you add a DLNA server like http://playon.tv, you add hundreds of other sources.