So they can use Netflix or HBO apps and whanot.

The vast majority of consumers are not going to spend another $100-300 on a media player device like an Apple TV, Roku, or nVidia shield. They will use the built in app functionality.

And even those who don't - a very surprising to me number people use the "free channels" most TVs ship with. It's like the streaming version of broadcast OTA I guess for a certain consumer segment.