Roku says there are a few reasons to choose a Roku TV from the company itself, ranging from a great remote in every screen size to additional features such as wireless audio capability, automatic dialogue enhancement, volume leveling, and night mode.

Because we haven’t yet tested any of these TVs, we can’t comment on the performance. (We’ll be buying and testing a few of these sets soon.) However, a number of Roku TVs, especially some models from Hisense and TCL, have done very well in our tests for overall picture quality, especially given their price, though only a few truly excelled at HDR. Others—typically lower-priced models—haven’t fared as well. In general, though, we’re fans of Roku’s intuitive interface, easy-to-use menu system, and access to lots of streaming apps and services.

Roku’s decision to make and market its own sets follows a similar move by Amazon, which last year started selling Fire TVs under the Amazon brand. We tested several Amazon models last year, and they typically did as well as, and sometimes even better than, Amazon Fire TVs from Insignia and Toshiba.

We’ll have a better idea of how these sets stack up to other Roku sets as soon as we can fully test them, so stay tuned for our updates.