4k is still, unfortunately, still in the early adopter stage. The people who care enough to pay or 4k right now will be the type to seek out the content. I believe mass marketing will begin once the app is ready and integrated on all/most platforms and in the hands of ice consumers. If you notice even the big boys have eased up on the 4k marketing as its become clear the adoption has been slower than expected. It's definitely coming just taking longer. It's pretty obvious 4k hdr is the next standard and OTT is the way of the future. Ultraflix has a nice leg up in content just a matter of consumer adoption at this point.