One thing that should be noted in the article is that, until just now, cablecos were still transmitting a baseline of channels in analog that was capable of being picked up by cable-ready TVs without additional equipment.
BUT those analog channels are going away to make room for more broadband and more HD channels (the analog channels can't do due to anachronistic limitation), and the cablecos won't unscramble the baseline digital channels, noting the satellite and fiber companies don't have to.
So no a fair-sized chunk of customers are about to be left in the lurch with old TVs that won't be able to pick up ANY channels without plunking more money down to the cablecos every month. I suspect this is one other big reason for the FCC's decision today.
As for building it into TVs, they tried that with DCAS but given the continual pace of technology it's best to leave the tuner part out of the TV in case standards change again in the future (the original CableCard standard, for example, had to be upgraded because it only worked in one direction--stuff like Video on Demand requires the ability to talk back). Perhaps an alternative would be a standardized way to insert add-on modules to the backs of large-enough TVs so that people only need one remote to handle all their video (perhaps via HDMI-CEC) and don't need to dangle boxes and stuff where there may not be any shelves (wall-mounted TV).