I've had a little insight into this world. To make the BOM costs work at the retail prices they charge for things like common set-top streaming boxes (e.g. Roku) and, now, TVs themselves since they incorporate the same stuff, they have to be selling data. Otherwise they're selling at a loss, once you factor in middleman margins and such.

You can try to compete by charging a reasonable amount for your hardware and software, but you'll be competing against economy of scale and wrestling for shelf-space with products that are (don't forget retail percentage mark-up) at least 30% cheaper than yours, which means your units don't move, which means you don't get (or keep) shelf space, and hello death spiral. Also if you somehow manage to make it despite that, as soon as an MBA gets in charge you'll just switch to selling data, too.