Are there really no customers who want the TV to have Netflix built in? At a streaming company I worked at, we put quite a lot of effort into working around all the smart TV firmware quirks so that you didn't need to buy a separate box if you had a supported TV.

A surprisingly large number of customers DO want the smart TV to "just work" and play their Netflix.

Like car infotainment, they figure out how to use it, bitch about it, and some connect an Apple device and use that instead.