Everyone buying a Spectre/Insignia to avoid smarts is getting a considerably worse picture quality (which I would think is almost number one TV criteria after size) in exchange for nothing.
People could look at TV OS as a differentiating factor, not a burden. Make picking your OS your first choice, and find the best panel at budget within that category.
In my opinion it doesn't matter if outdated software is "baked into your hardware forever" because all I have to do is disable the Internet settings, and plug in a roku/chromecast just like you would on your dumb TV. Difference is my subsidized TV cost way less. In terms of value over time (which is what I assume you meant by calling it an investment) a smart TV makes way more sense even if you don't use the smart features.