LOL, you really want to piss the customer off don't you.

Being serious; it maybe that the customer would have no problem using the app in the TV. But for a lot of people, it is to confusing - no matter how straight forward it seems to us.
With the Sony, you often have to search around to find the freaking app you want to use. It will sometimes jump around on the horizontal scroll bar of apps. And of course the customer has to know which scroll bar to go to as well - again obvious to us but maybe not to someone who doesn't see the app they are looking for immediately. The Sony TV app menu is one of the worse.
At least with Netflix, there is a dedicated command to get to it. Other apps, good luck.
And I'm guessing they paid almost 2x the cost for the Apple TV 4K over the Roku, because they want to use their iTunes and other Apple centric stuff. Not going to happen on the Sony TV apps either.

[edit]: If all the firmware updates do not fix the problem. Might be time to short the ATV out and claim warranty for a new one. Hopefully it is not an issue with the TV... yikes!!!!