In theory, that's how the free market should work; in practice, it's very hard for a new player on the market to get brand recognition and a share of the market.
It can be done, I think, but it has to be VERY well funded - you need to send salespeople / lobbyists to the various on- and offline shops selling TVs, you need "SEO experts" to try and beat the competition's "SEO experts" on the internet and e.g. Amazon's search results, and you need a legal team to help with the inevitable heap of lawsuits you'll get (patents, design infringement, etc). And then you'll have to deal with the competition pushing the prices of their devices below yours; Samsung can afford to sell TVs below market value for decades if need be, JUST to push out that shitty newcomer that does ad-free TVs, and they'll make money off of the ads + subscription services they offer in the meantime.
