Are there really no customers who want the TV to have Netflix built in? At a streaming company I worked at, we put quite a lot of effort into working around all the smart TV firmware quirks so that you didn't need to buy a separate box if you had a supported TV.
Yes, they want the Netflix app to run on the tv. What they don’t want is Samsung’s “launcher” app which tries to create personalized recommendations, direct the customer to some other service that signed a deal with Samsung, and try to jump in and collect the user’s credit card to bill on their behalf.
