Cable companies have figured out that streaming IS the next delivery method. Dish as a company and HBO as "channels" have done this already too, though not sure if their channels are on Roku, but I don't doubt that as we move forward more and more "channels" will show up on streaming devices.
I picked up my Roku2 XD last year also, but I hadn't been using it for a while since the PS3 added Amazon Prime. When I got the email about Cloud though, that made me happy; and now that I have the UMC-200, I can actually get 5.1 from this thing
The VEVO channel showed up on mine. I haven't checked it out yet.