I think the primary benificiarys will be those who build apps for the platform. Now, if you build an app that specifically makes use of your network of .TVs, then maybe. But, I see apps as a way for specific companies to corner market share by directing users to merchant sites that either advertize through them or that they own outright. Each iphone or ipad is now resembling, more and more, their very own personalized custom traffic portal. For example, an Amazon 'app' built by Amazon and placed on the tablet or iphone completely voids the users need to log onto the www and search for products or search for 'product amazon', whereby a good seo might allow your site to cull traffic into your amazon storefront, etc. Same with eBay, the existing eBay app lowers the value, imo, of those tens of thousands of semi-parked sites out there that display niche ebay auctions. The user never makes it to the internet-at-large, they simply press a button and are taken directly into eBay's site.
Take, for example, my CanvasTarps site. When I spend the time, I can get it ranked at or near the top of the various browsers. However, I do not advertize in, say the Yellow Pages. In the future, a 'yellow pages' app may direct a majority of local traffic, people that would traditionally google for a local store, to a competitor that does happen to be listed there. So, I just have to become aware of developing traffic flow through the new technologies, by either developing a hardware app, or I need to advertize with someone who has cornered that traffic already.
What I think will evolve out of this is an attempt to redirect a majority of internet 'shopping' traffic through a couple of portals that may or may not exclude a significant portion of internet sites.
As long as an individual is alert to changing environments and willing to adapt, there will always be opportunity on the internet, though.
