[WillPS]

I really do think they’re going an odd way about this. Surely the main initial aim should be to get everyone on board with it and get people connected using existing devices rather than going down this really bizarre and convoluted route.

Agree, although I can see why perhaps they don't want this to be just an app; if they want this to be a truly hybrid experience and start with Freeview/Freesat's lineup as a base perhaps.

Nobody is going to buy a “Freely box” when they can get an indoor aerial for a tenner from Amazon.

There are no shortage of use cases where this isn't an option, in fairness. It's a moot point though because Everyone TV are refusing to produce or even allow such a thing, the Everyone TV answer for anyone who wants IP derived TV is a new TV, which is basically 2 fingers to the customer IMHO.