I don’t think users much want the 90s and 20x0s browser web on the TV. I do think they want apps built from web technologies like HTML5. It’s just such an effective way of building software.
Don’t kid yourself on cost, though. The iPhone was only a revolution for a small number of people. TV is a much more broad based technology, and it’s dominated by the people who can’t afford a smartphone.
Digital DIYers are already using IPTV. What it will take for tweens and grandmoms is a different story.