When I worked in retail, I would sell sound bars with TV's to just make the sound "not suck". The average consumer (from my experience) does not run everything through a receiver. Although, the average consumer probably will not be buying this TV.
So, yeah, you're correct. :)
Scott Hart
Sony to Introduce Bravia OLED 4K TVs with World’s First Acoustic Surface Technology
Sony Selects Video & Audio Center to Introduce Bravia Organic LED (OLED) 4K TVs with World’s First Acoustic Surface Technology Where Sound Comes Directly From Entire Screen.
Completely Immersive...