It's pretty much the definition of "disruptive innovation". The TV manufacturers compete amongst themselves and keep adding bells and whistles to their TVs that aren't really wanted by the customer meanwhile the cost of providing the core product of "an average TV" plummets so much that an outsider can come in with a cheap alternative approach that solves a real problem, in this case by integration of the smart TV, DVD player, remote, wired speakers, wireless subwoofer, stand and general decor (i.e. replaceable color trim).

Considering the recent success of fashion headphones and fashion smartphones against incumbents who didn't seem to realise they were selling fashion items I can see this being big.