Yikes, that is shocking to me. Last I heard was that googletv was having lots of issues with content rights and i'm generally not a fan of app driven content as the forefront of my experience.
The way we have it now is Blu-Ray Players with apps for everything, tvs with apps for everything, with DLNA this would be great, but it still gets very redundant. All we really need is an extender functionality on these devices to grab what they need from a users collection on the home network. I was thinking DLNA would advance this further. Netfilix has been able to get on all these devices, wheres my access to 7MC?, after all that's where all my pictures and music, vids, movies would be if I had a desire to stream them.
For some of us a TV with a built in extender would be perfect. But MS hasn't done that great a job of getting out the word on how easy 7mc has made it to get media to any living space in a home.
Content providers want to monetarize every television (viewing device) in a person's home, I can see where this could have the effect of knocking the wind out extenders.
With a cloud based identity I figure apps make more sense than media driven from a users home network. But I don't think we are there yet with bandwith for a lot of enthusiasts desires for content availability/quality.