They’re not late. I’ve been using Fire Sticks for years and Amazon has been working hard the whole time to shove more and more ads all over the UI. The main row of apps gets smaller with every update and more and more ads are plastered around and between them to try to sell you more shit you don’t want or already have.

I managed to jailbreak mine before they locked them down and install a custom launcher so they’re actually usable, but the stock UI is god-awful. I’ll be replacing them once the next round of Apple TVs come out.