I can see bundling the 360 with a Samsung TV when you buy one, the same Sony did with Bravias and PS3.
I don't think a built-in 360 is a very good idea. What if you want to switch TV's or something.
.. And isn't Samsung on the Sony-side since the blu-ray thing and all?
http://www.youtube.com/watch?v=iyLhpUPNPIs
360 IS OPERATIONAL AFTER 37 DAYS!