People are spending a *lot* on TVs these days as they upgrade to bigger screens, and the TVs already have a fair bit of computing power and electronics infrastructure (already four years ago my TV was running a linux kernel internally, and was also already consuming so much power and generating so much heat that it had a fan, big power brick, etc.) So it is going to cost < $100, and with many reasonably mainstream TVs these days in the $1500-$2000 range, that may not matter that much.

Now, whether or not people actually want web on their TV is a different question…