It doesn't help that TVs have pretty much all plateaued at excellent picture quality. The main perceptible difference is the size. So, when I go to my local department store and see 3 72" TVs, by different vendors, and can't really tell any difference in picture quality, why wouldn't I pick the cheapest?
Price sensitivity - I find it funny that there is seemingly an immense amount of resources going into things that enable tracking for advertising purposes, but consumers as a whole are getting poorer and poorer. At some point it calls into question whether it's really about selling ads.,
I had a recent model Vizio. That was absolutely terrible. Eventually the power supply killed itself and I haven't bothered replacing it. Over a decade ago I was a fan of Vizio, that one purchase forever soured me on the brand. I'll never buy and never recommend them again.
The problem with selling "software isn't annoying!" is that it's very hard to quantify. You can give hard numbers for screen size, resolution, brightness, contrast, etc. It's more difficult for software annoyance, and there isn't really any language to talk about it. And TV makers have no real incentive to highlight how crap their software is.