Quite interesting, although I'm not quite sure how this would work. Obviously if you're going to play games online through your TV, you're going to need some kind of interface hardware - controls and somewhere to connect to the internet. It seems to be working, but I wonder if having hundreds of thousands or millions of players online at the same time would complicate things.
And then there are those, like myself, who still like off-line games. True, at home in the States our Wii and XBox 360 are hooked up to the internet, but we rarely use it, as we don't want to pay extra for online content.
Still, an intestesting development.