The rules have evolved
In Google’s ideal world the curation and content management of the “appified” DSTAC are absent, giving Google users the ability to take what content they want and present it all on YouTube, without having to enter the kind of negotiations for content that everyone else needs to do. Google users can stick the latest hit HBO show into another YouTube channel, and there’s nothing about the show’s creators or HBO can do about it.
This may be what Google wants and even what was in the initial proposal, but these rules have been through the comment period and have been extensively revised.. The rules currently being voted on require bundlers (e.g. cable companies) to give their customers the option of replacing or augmenting the current rented hardware box with apps so they can watch the shows they have paid for on whatever device they own and avoid paying the box rental fee. The crucial point is that the apps would be provided by the bundler. The bundler would still be in control of billing, DRM and providing the content. This rule does not require the cable companies to offer channels a la carte, not does it require them to stream it through any other platform.
If you don't believe me, here's how Forbes describes it:
The cable industry responded with a proposal that, instead of opening up their signals to all comers through APIs, would require operators to implement their own apps on a wide range of device platforms... Functionality of these apps would be limited compared to the functionality available on operators’ own STBs: for example, apps would not support digital video recording (DVR)...
The proposed rule that goes up for a vote on Thursday resembles the cable industry’s proposal, but it includes stricter requirements for app functionality, including DVR. It requires operators to provide subscribers with free apps on “widely deployed platforms, such as Roku, Apple iOS, Windows and Android,”...
Let’s look at the effects that this proposed ruling would have. It would help make up for the appalling lack of competition for video and broadband internet services in the United States by forcing operators to compete with third parties on reception devices. They’d have to offer STBs that are cheaper and easier to use, and they’d have to get creative in thinking of new ways to add value to their devices compared to the Rokus, Apple TVs and Amazon Fire TVs of the world, not to mention Smart TVs, iPads, Google Chromecasts, etc. (High quality end-to-end tech support would be a good starting point.)
Note, the FCC decided to postpone the vote. The sticking point is on technical licensing and oversight issues, not the basic premise of giving an app option to the rental box.