I don't think it's necessarily transparent. This page claims it will only put ads in a corner of the Smart Screen, but I would be pretty surprised if they don't also use the rest of the Smart Screen, and the main screen, and the speakers, and camera and microphone for targeted advertising. They also don't make it clear that they will actively monitoring what you're watching and adjust the ads accordingly, and I don't think that will be obvious to the people that sign up for this.

I would also expect microtransactions to unlock some of the functionality they advertise on the page, which again is not stated anywhere.

The level of data collection is unexpected too - this thing is going to monitor how many people are in your house and watching particular TV programs, and probably scan their faces too. They will sell that data to anyone who wants it, and not make it clear anywhere besides the fine print that they know you don't read.

Informed consent is when you buy a newspaper knowing there is an ad on page 2. Uninformed consent is when you visit a news website knowing there is an ad on the side, but not knowing that it's installing 10 cookies that will track all your browsing activity forever and sell the data to anyone. This TV is equivalent to that second example.

Sure they are somewhat transparent, but is the average person really going to read all the fine print?