Roku may be responding to competition from Sony and others (rumors of a refreshed Apple TV/iTV with Netflix streaming) with a decent price drop on their popular streamer boxes:
Add to this the fact that the Roku HD-XR is due to receive 1080p USB video playback later this year and you have an interesting story. I expect the competition to get really tough for those focusing on Netflix streaming as this will become a very common thing in hardware that does much more – especially if it does turn out to be a feature in the rumored AppleTV upgrades.