Here's the thing, folks. You've got to read the fine print. And you've got to pay attention to those setup screens. Because absolutely nothing that Roku is doing in regards to data collection and ad tracking should be a surprise. It's all right there in its privacy policy, and it's repeated in a number of its setup screens.

The good news? You can opt-out of ad-tracking on Roku devices. You can turn off the "Smart TV Experience." Or, ya know, you could always just choose to buy something else.

The point is, the power is in our hands as consumers when it comes to this sort of thing — but we have to do our homework first. Read more about this kerfuffle, and what you can do about it, at CordCutters.com.

Read: Roku privacy policy and ad-tracking — What you need to know