Did anyone notice that the prices for movies thru the Ultraflix Apple TV app are more than the prices on the other platforms. Scanning thru on my apple tv it seems like most of the $4.99 movies are now priced at $6.99 on the apple tv app. Why the upcharge and only for regular HD.

Could this be a trial period on apple tv for ultraflix before they go live with 4K???

My thoughts are that they are charging more.... $6.99 for HD rather than $4.99, so they don't cannabilize the iTunes store sales of HD movies at $4.99.

Just an observation and 2 cents! Thoughts?