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The battle of the connected devices operating systems is definitely heating up. The world’s largest TV maker, Samsung, said Monday it is “examining the business feasibility” of embedding the Android-based Google TV platform in its connected HDTVs, making it potentially the second major hardware maker to adopt Google TV after Sony. Yesterday, Microsoft fired back, unveiling the completed Windows Embedded Standard 7 for set-top boxes and connected devices. The real question for hardware makers, though, will be the “business feasibility” of embedding a full OS and browser versus a non-browser based app store.