I would agree that an external device (Apple TV, Roku) was always the way to go until recently.  The consistency of the interface was the same experience regardless of the brand of TV.  Also, the processors in TV's were never quite as snappy as a true streamer.

Recently though, with the improvements of TV processors (specifically higher end models) I have no issue if a client prefers to use the built in apps in areas that are not the main movie experience.

However, for some reason I have to constantly re-sign in to Hulu on my Frame TV......FTI (F this industry).