More optimistically, it could be a step toward solving the problem if it adopted a Roku-like model where all those apps are installed and logged in at all times

More optimistically, it could be a step toward solving the problem if it adopted a Roku-like model where all those apps are installed and logged in at all times and you can pick one from a standardized menu. On Roku you can go to Netflix, Hulu, and single-channel apps like A&E. Bonus points if there is a standard way to 'get a call' or 'search for a contact' that cuts across the video conf apps.