Update: Roku reached out to clarify that, despite impacted users saying otherwise, “the ad is skippable. There is a close button on these ads that will let you immediately exit the ad when it starts.”

Roku is one of the most popular streaming boxes on the market, but the company is testing the loyalty of some of its customers with its latest move.

Users took to Reddit to complain about unskippable ads when starting up their devices.

Hello! I just turned on my Roku and got an unskippable ad for a movie, before I got to the regular Roku homescreen. Has anyone else experienced this?

Other users confirmed the change, saying it would be the end of their relationship with Roku.

I also had that happen today. If it keeps up my Roku devices will be in the trash.

Yup. Moana 2 for me

I’ve been a huge Roku advocate but this will end that. I may still use them, but I’m done telling everyone in my life to buy

In a statement to Ars Technica, Roku says the new ads are not a permanent change, but the company engaging in a marketing test.

Our recent test is just the latest example, as we explore new ways to showcase brands and programming while still providing a delightful and simple user experience.

Of course, the question remains: If Roku doesn’t plan to implement the feature, why is it testing it?

Either way, the company has lost a lot of goodwill, as well as the loyalty of many of its customers, with this particular stunt.