There is more than one way to skin a cat. Microsoft got to where it's at by being the best marketing company to ever exist. Apple however went the route of providing the best product of it's kind even though it cost more. The passion of a Trekky means that they will be eager to watch the 4K version over the HD version and won't mind paying more for it.

I prefer a superior product and you prefer a superior marketing attack. These are just two differing opinions.