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Definitely, and the same probably goes for Pixel, Nest etc.

But those that have at least subjectively/anecdotally seem pretty happy with it – so why kill it and start from scratch?

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That's reasonable. Although Chromecast also has a brand identity of dongle you plug into a TV for streaming. If you're something a lot different/more ambitious then rebranding isn't a bad idea.

I'm actually a big proponent of moving TV smarts out of the display just as I am in cars.

Wild guess: most people go "I want the Google TV thingy"

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