This smells the latest in series of increasingly desperate moves. We've had curved screens, 3D screens, 8K screens, etc. already. Who needs those things? Why buy an 8K TV when there's no 8K content whatsoever.
Most people put their TV in front of a wall. That's because they are kind of big and expensive and you don't want to bump into all the time. Which with an invisible by design thing would be a thing. The value of seeing the wall through the TV is very limited. On the other hand, the value of not seeing the wall when you are watching something is pretty high.
See through screens would be great for AR but AR TVs don't sound like they are going to be a thing. This makes more sense in some kind of AR goggles. I could see some limited role for them for advertising like the article suggests but beyond that not really. That would work with normal screens as well of course and would have for the last few decades. But it's still not that common.