CES 2009: Toshiba Cell TV Prototype Comments

I had heard that green technologies were all the rage at this year's CES. I notice the Toshiba blurb mentions nothing of the power consumption of this technology (given that the PS3 is by far the most power-hungry of the new consoles).
I bet any half-arsed company could do what Toshiba has done if they threw enough horsepower at the problem, but what about doing it efficiently?