I don't see the play as trying to build a webOS exclusive ecosystem. I see it using webOS to enable the best UI, with the best multi-device web-based nteroperability. WebOS can provide the unique user experience, and that can be expanded to other appliances as part of a "whole home" interoperability for LG. But I don't get the impression that LG is looking to force the market to adopt webOS in order to become the Android or iOS of the TV market. There is always the opportunity for that if it is received on such a mass scale, but more likely, it is a tool that LG can use to create a winning UI and bring simple usability to their devices, while providing the Enyo framework for developers to enhance functionality, add content etc, and also to make webOS more platform agnostic and open to interoperability from all popular platforms.
I forget what they call it, but they are also embracing an open standard for device controls through messaging as well, so I think they are not so much trying to make the TV OS the required ecosystem, as much as using the OS to reduce the dependence on an OS as the basis of the ecosystem, and instead focus on the usability and interoperability of the devices they market.
If I'm wrong then Bleaker's predictions are likely. But if I'm right, then I think webOS can show its strength as a "web" OS, as an enabler, and through its superior UI capabilities. LG has a strong, good quality presence in the consumer market, and if they market their functionality well, then people will see the value of the product and the webOS name as part of that.
Time will tell if that will truly happen and if that canl elevate webOS to something other than a "long dead" system, or a proprietary TV interface I hope it does, and I'd love to see its acceptance bring webOS brilliance to the consumer market, including our beloved smartphones and tablets and more. We know it rules, but the mass market won't adopt it on its name, unless there is a value proposition in the product as a whole. Apple was successfull, because they were the first, and because the product was (mostly) excellent. WebOS was not because while the OS was revolutionary, the devices (and therefore the overall "product") were not. (and many other management reasons too of course)
I pray that LG sees the value of webOS in this perspective and uses it to build value to consumers, leverage its strengths, and build a reputation that webOS deserves.