Same as everything else in a business: the company itself out of the profit made profit made when they sell the data. out of the profit. From the FTC's statement:
> Vizio then turned that mountain of data into cash by selling consumers’ viewing histories to advertisers and others.
(or simply include the cost in the price of the TV)
Also, the data costs should be a lot lower if they negotiate for a very-lows-priority, off-hour plan that batches the data, only uploading when it is cheapest.
You're assuming that is possible. Some system-on-a-chips have started including an integrated LTE modem.
(e.g. https://en.wikipedia.org/wiki/Exynos#List_of_ARMv8_Exynos_So... )