Why would a TV ever need a firmware update? Either it works out of the box or it doesn't and I return it. I never updated the firmware of my PC monitor either.
I'd rather they just shipped finished firmware, but yanno. I got bit on a monitor that has actual firmware bugs but no firmware upgrade path that doesn't involve trying to ship it to a service center.
... I said something about not sneaking crap in but then I remembered that Dell liked to try and push the Alienware app via Windows Update. I don't have it but I don't remember what I did to block it or if they just stopped pushing it.
Apple's big problem is that whatever they say, goes. If they decide to partner with Hulu for advertisements, you have no escape hatch to install a respectful UX.