Even if that worked with every TV out there, which I doubt, but even if it did, I STILL see this as a somewhat messy an un-Apple experience. And I hate extra cables and boxes. I still want a TV that comes in a box with 1 remote and that's all I need. I plug the TV into the wall, and my Ethernet cable, if I'm antiquated, enter my Wifi password, my Apple ID and away I go.
This is the experience I want. No extra remotes to hide, put away or throw away. No other TV interface which I see, even once. Nothing else! This is what you'd call a completely seamless experience. And that's what the average person, at the end of the day, really wants. It would sell.
Yes, they need the content. No, it won't be a good product without that content. But, yes, what a day it will be if they manage to pull this off.