Displaying a full screen web page on a Raspberry Pi is such a common use case, I'm surprised there isn't built-in support. Something really lightweight based on RISC OS (like NOOBS is) would be great.
I would imagine better performance and a lower boot time. NOOBS boots far faster than Raspbian and still has full networking.
You also get less artefacts if the system is designed for this purpose. You are less likely to see cursors, modal dialogue boxes, crash dumps/notifications, window chrome/frame or other unwanted UI elements. Admittedly, this is more a problem with Windows (for example, BSODs and Windows 10 upgrade pestering). I regularly notice public display screens where something is broken in this way.
Perhaps the latest browsers don't support RISC OS though, which could be an issue for very modern sites. It looks like this idea is for a frame buffer approach so you could render the page in the cloud and just push the resulting image. It would be sensible to have a local cache anyway in case the network dies.
Noobs uses buildroot not RISC OS ( https://github.com/raspberrypi/noobs ). Buildroot has Raspberry Pi configs upstream so it shouldn't be too hard to use it to build an image with a simple browser, Chromium in kiosk mode is probably a good bet.
I wrote up some of the options at https://unop.uk/adding-basic-authentication-to-screenly-ose but they all seem to run on a full Rasbian stack.