As someone who also came from Roku, let me put it this way: Going from Roku to Apple TV is like going from a $500 beater car to a $100k sports car. It’s higher quality, nicer materials, better user experience, and just faster.
Beyond there being no ads, the UI is very fluid. I often use my Apple TV with my iPhone as the remote, which creates this unique feeling of control over your experience. I feel as though most of the apps on AppleTV are better designed than the Roku versions, and are more likely to get new features first.
If you have the budget, and are already integrated in the Apple ecosystem, this is 100% a solid purchase. I have one, and plan on getting another one for the bedroom (once I upgrade my TV, lol)
I suggest looking in the shortcuts app. Delete them all. The only way I know how to do this is by using the shortcuts app and changing the app icon.