Connected CE: Aimed right at Joe Sixpack?

Given the highly-aggressive nature of companies such as VIZIO (whose products are widely distributed at retail warehouses such as Costco) and now Funai Electric Co., which makes products branded Sylvania, Philips, Magnavox, and Emerson-branded HDTVs and Blu-ray Disc (BD) players, I'm thinking that connected and Web-enabled consumer electronics products will quickly move from the early-adopter to a more mainstream market. Today, Sonic Solutions announced that it will provide access to its Roxio CinemaNow™ movie service across a range of soon-to-be-released connected TVs and Blu-ray Disc Players.