The primary goal of virtualizing the set-top box is to move the execution of applications to the cloud. From there, they run in a standardized web browser and are transmitted to various devices as a video data stream (H.264/H.265).
So, they've reinvented the thin client? Again. This time it's embedded in the TV, and you have to pay per-hour communications costs to have your video rendered in "the cloud". Oh joy.