We need a Framework-style company making TVs. Get the OLED panels from whoever makes them wholesale, spend on a beautiful enclosure / design, add just enough software to calibrate the image and switch between HDMI inputs with HDMI-CEC. Sell a premium soundbar as an add-on instead of including speakers in the base device. I think a brand like Sonos could make a killing in this market selling a premium dumb tv to high…
The hitch is that it would be more expensive, making it a "premium" product and limiting the market. Smart TV pricing typically includes subsidies based on the assumed data sales from each user over the lifetime of the device.
In the race to the bottom, ads will outcompete others by pushing price lower. But how much lower?