I think that UF WAS moving with the speed of 4K, but 4K is mainstream now. Anyone going into BB can afford one over an HD. There was much more exposure in the past. The logo was in BB and more prevalent. Now, it is hard pressed to find the logo. I think that UF has the ability to drive 4K adoption and they are not taking advantage of this window of opportunity. This time is crucial because the giants in the industry just have to invest a small percentage of their total to convert to 4K and can easily dominate the market sending UF to the back of the line because they can no longer advertise the most 4K content. Unless there is a huge campaign soon, they will not be able to compete.