For months, rumors flew about Amazon building an internet TV device similar to Apple TV or Roku–a box that lets you shuttle movies, TV shows, music, and other stuff across the internet to your television. Now, sources are telling Recode that Amazon will unveil its box next month. For almost any other company, such a launch would look like little more than a copycat product entering a years-old market that has never really taken off. But when that company is Amazon, you have to ask whether the definitive disruptor has finally arrived.

The answer is a strong maybe. Amazon has shown it has the expertise to pull off the transformation of television. What’s less clear is whether the play makes sense for Amazon as a business.