Even your friend bought one and reading through all the posts here and on so many other sites as well as knowing my own friends who have bought one, I have to conclude that it's not a hard sell. It's just not the device for everyone nor does it need to be. I don't have a Roku but I know a ton of people who do. I don't think that's a hard sell, it's just not right for me. And given the fact that some are paying $10,000 plus ( not that I know any of them! ) I don't think the current price is an impediment either and I wouldn't expect to see any reductions. But that's a business decision and Apple may well decide that a discount will enhance their plans for the device.