[update]

> they want my serial number to let me download it.

Out of curiosity, why is that a problem to you? Granted, it is strange; I went through the process for my TCL Roku who's wifi stopped working (still not fixed, and now a second, 3yo TCL Roku has bricked itself. nice!)

[devilbunny]

I don't care in principle, but it's not just that. You have to give your serial, you have to boot the TV to the update, which then sends a challenge-response to their servers that must be correctly answered (you use your computer for this, so the TV isn't actually on the internet) for the upgrade to proceed.

I don't know what's in that data. And if I don't know what's in it, I'm not inclined to proceed; you might need my serial number to know if you're giving me the right software, but you don't need challenge/response for that. They sold me a cheap TV in hopes of collecting info on everything I watch, whether via Roku or just screen analysis. No thanks, and I have no interest in making it easier for them to break into my WiFi. I'm sure it would connect itself automatically to an open WiFi.

It's a little paranoid, but they really are out to get us (or at least our data).