Are TV boxes really a growth market though? This looks kind of interesting, but most new TVs already have Netflix, Amazon, iPlayer etc. At $149/199 it's not exactly in Chromecast territory, either.
Not to mention hooking my television up to the internet means I'll be getting ads from the software (Hulu, broadcast commercials) AND the hardware. No thanks.
This is especially true if the gaming aspect takes off; a 150$ box that is refreshed every year or so looks more attractive than something built into your 600$ TV that is supposed to be replaced every 15 years.
The TV works much better as a dumb TV, so I just use a Chromecast and Blu Ray player instead. When those get too dated, they'll be cheap enough to replace.
My coworker uses a Roku despite the Plex app on his tv, apparently that's pretty clunky.