Roku has sunk to a new low in the streaming wars, with an experimental ad format that blocks your home screen behind an auto-playing video ad. Roku players recently started playing a trailer for Moana 2 instead of loading the home screen they were turned on.

Users in the test group are unimpressed by the video ads, which play automatically. Customers say they will be eager to toss their Roku devices if the ads become permanent.

Roku has begun running video ads that automatically play before loading the home screen, as reported by Ars Technica. This is impacting owners of Roku-branded smart TVs and streaming sticks, so long as the device runs the company’s proprietary OS.