Not sure where you get that idea from - the TV looks very unique and I think could be quite popular. Sky UK also give customers the option to pay the TV off at as little as £13/month. It fully aggregates Sky content with 3rd party services like netflix, has a Siri-style voice search and includes smarts around personal recommendations.
Here is video showing off the box (sponsored by Sky, but still shows the features):
https://www.youtube.com/watch?v=58OKZe2CyDI
Yes SNT are about to release their new STB (as Foxtel have done recently). But I don't see why that would mean we don't explore Sky Glass too? It doesn't have to be either/or.
And why would we think that SNT knows more than Comcast and Foxtel? Comcast have spent a lot of money developing this technology, so clearly they see a large market for it.
Foxtel have jumped on board right away, signing an agreement with Comcast before they have even released the product in Europe. So they clearly see a market for it (and think it is worth their while despite having to pay royalties to Comcast). Why would we think that SNT know more than Foxtel?