My feeling is that a standard for an integrated UI for media via the Internet is doubtful....
The technology already exists and Google already has agreements from some TV makers to include the hardware and software to play GoogleTV, Sony among them. I expect Netflix will do the same.
It isn't that complicated when it comes to streaming video to a TV. There is already the DLNA standard, which everyone except Apple is using. I expect that will be the platform for Google, Netflix, and anyone else who wants to sell streaming video to TVs without a set top box.
Even Steve Jobs has reportedly said that nobody wants to buy a set top box, so I think it's clear that the future lies with TVs themselves. Set top boxes will be needed by those with older TVs, but people who buy DLNA compatible TVs won't need them.