not every 4k tv ( sold in the world) is smart. consumers will try to save money. buy a basic 4k tv-panel. and roku device ( cheaper system for quality upgrade)

that's why. and why ntek originally built the nuvola ( for that global market)

the non-smart market is prolly large enough for an established player. like roku. but not for the marketing dollars ntek would have had to invest ( as the unknown/new guy). and not for ntek when they found out roku was developing a 4k device. hence business-plan shift. to ultraflix app