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They've seen the ruckus that follows from controlling / curating the app store experience. For example, see the comments at https://news.ycombinator.com/item?id=45017028

That's for a general purpose computing platform that a smartphone is.

This is for a fucking TV.

Phone is now smart phone. TV is now smart TV.

Very unfortunate.

Glad my 2007 Sony Bravia still works, even if only standard HD.

Some might say that a smart phone and a smart TV have a lot of similarities.

And those people will be wrong.

Besides, there's no shortage of dumb phones and featurephones on the market. We want the same for TVs.