This presumes that a very large fraction of Roku users asked for motion smoothing/soap opera effect. I would be surprised. (1) Most people I've pointed it out to say "I can't tell the difference". (2) None of those people had ever known that this method even existed--even a lot of people on this thread didn't know about it before today. (3) As for profitability, is there a single person in the world who would buy a Roku because it had motion smoothing?