[News Engineer]

People might care more if Sky didn’t charge up to €10 pm (non discounted) on top of your already hefty sub for Ultra HD. I don’t know if such charges are the norm from providers in other countries, but you might understand why people might be reluctant to take it up if they don’t feel they are getting sufficient bang for their buck in terms of the benefit over HD.

Think it’s fairly common to have UHD in a higher tier, even if it’s not an add on charge.

Sky do offer a lot of UHD HDR, they can charge extra for it, whilst it will also help cover the extra cost. So one thing feeds another. They’ve also often been keen to be innovative in technology terms, which helps their image as a company.