Google TV is going to give Apple a run for their money as this will work across platforms. I doubt Google TV will be stream lined or pretty.
“Google TV isn’t a single product — it’s a platform that will eventually run on many products, from TVs to Blu-ray players to set-top boxes. The platform is based on Android, but instead of the Android browser it runs Google’s Chrome browser as well as a full version of Flash Player 10.1. That means Google TV devices can browse to almost any site on the web and play video — Hulu included, provided it doesn’t get blocked.”