Is the Google TV platform Free? I know you can use Android free but is it possible to do the same with Google TV?

Let's say I want to build a box myself and use Google TV, do I need to negotiate with Google?
From the Developer's FAQ for Google TV:


  Can I download Google TV? When will it be open sourced?
  
  You can't download Google TV itself, but Google TV hardware
  manufacturers provide over-the-air (OTA) updates. We are working hard
  to open source the code for the Google TV project.


So, as it hasn't been open sourced (yet), and Google specifically say that you can't download it, it looks like you're going to have to negotiate directly with them.