Joost is talking about getting hardware manufacturers to embed their internet TV service player.

This is of course a necessary step that is finally becoming a must for internet TV platforms to get their content on the TV. Apple TV with their upcoming Youtube support might have the head start.
Joost has more potential as a TV platform to provide content that competes directly with cable TV or satellite TV programming.
Cable TV companies need really start to worry. The TV studios anyway already making deals with Joost and Youtube to distribute their content over these platforms.
Suddenly watching Internet TV in a big way on our HDTVs might be closer to reality than we thought.
Via The Register.