Column: Google needs to tread lightly with its Chromecast

It's been a little over a month since Google debuted its instantly popular Chromecast device.

At $35, the two-inch HDMI dongle has already become one of the most talked-about and sought-after media devices, buoyed by an incredibly easy setup, broad compatibility between devices, a dead-simple interface, and a free three-month membership to Netflix - which comes and goes depending on Best Buy's supply.

Although the feature-light Chromecast has been unfavorably compared by some to the more versatile Apple TV, Roku, and the upcoming Xbox One, its price makes it a very attractive product, and early indications point to increased capabilities and support down the line.

Already tackling video streams from Netflix, YouTube, and the Google Play Store, Chromecast has earned the attention of companies like Pandora, HBO GO, Redbox, Hulu, Vevo, Vimeo, Songza, TWit.TV, and Plex, all of which have expressed interest in being in the Chromecast business.