My thoughts knowing how much Apple only desire the best ... could they have tried to get Ultraflix but David saw the future.. so the next best thing is for Apple to sweeten the deal with taking a position in Ultraflix by investing into it all to get the secret sauce work for it's Apple TV to shine before it's gazillion of eyeballs at 4mbps 4k HDR streaming? Maybe far fetched but half of a billion dollars that's a lot of dough / carrot on the stick for David...(IMO) to run to Apple TV