He's been saying for over a year now that they are

He's been saying for over a year now that they are re-encoding everything at 8k HDR. It would make sense to wait until that was all accomplished before making a big move. I'm fine with waiting another year if it allows them to make a big splash. In the last several years everyone has caught up to us. We have lost our edge. Being ahead of the curve with 8K HDR is really the only thing that will help us get noticed. What we currently offer can be found elsewhere.
5 years ago you couldn't find 4K. It's everywhere now.