NOW TV box a waste of money. Why buy what is basically a crippled ROKU box when you can get a ROKU box with the NOW TV app available on it alongside 749 other apps?
The NOW TV box isn't a waste of money if all you want is say catch up services and YouTube for a TV in a second room, I've no interest in Netflix or similar which is the only big one missing from Now TV. For me a Roku box may have been a waste of money and it certainly takes it to the point where you have to think about the purchase a bit more, whereas the Now TV boxes are bit like Poundland purchases it's at a price where you can't go far wrong and you get a little bonus subscription content for that price too.
The £9.99 NOW TV box seems to be typical Sky subsidisation. Virtually give them away for less than cost price and profit from customers paying for the premium passes. That's how the likes of Gillette also work selling razors.
You don't also have to sign up for NOW TV as the other apps work without subscription. A very cheap way of accessing the main catch-up services from the PSB's if you don't have a smart tv or if the smart tv doesn't supply all of them. Although it seems even the cheap as chips sets all have iPlayer.
However the rise of the Entertainment pass to £6.99 later this month is still pretty decent compared to Sky's basic ent pack despite slating of some programmes on the live channels.