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The tuner in the TV is "better" in the sense that it actually needs to decode and generate images for 720 and/or 1080 resolution images (depending on the display's capabilities), whereas the set-top converter boxes don't actually need to generate anything higher than 480 resolution images. Most built-in TV tuners are also capable of decoding QAM, NTSC, and ATSC all in the same package. The set-top converters only do ATSC.
Overall, I'd say the cost of the tuner is tiny compared to the cost of the display panel and the numerous other features that a TV needs that a set-top box does not (e.g., "120 Hz" signal processing, many inputs/outputs, speakers, etc.). Even your most basic 30" computer monitor is going to be hundreds of dollars with no tuner at all.
The better Noise Figure specs on set-top converter boxes is mostly due to their simpler design, and not because they spent more money on better components.
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