Notice too in the article that they are working on compressing the files further to make them ever smaller. He didn't talk about specifics on A/V specs. either. The larger video files (using H.265) are more than likely to get you hooked on the quality for those willing to shell out thousands upon thousands for a shiny new UHD TV... but those files will be a hog for their servers (space equals money), and their movie download device will fill up quickly (as people who work with A/V files know quite well)... and then as the files get squeezed further and further... the A/V quality will more than likely go down. It's the oldest trick in the book (hook them and reel them in with the shiny new "lures" and then...). This quality dip also happens with certain studios' Blu-ray's already when they bitstarve the video by setting their encoders too low for the material being compressed. They may also more heavily filter said video master to make it easier to compress into a smaller space... and you lose detail.
Also, this is a proprietary box. The encryption... you can bank on it... will be proprietary to that Sony console and not cross-platform encrypted to allow you to move files to a more "universal" 4k player in the near future (like a third party whole-house media streamer).
So, as of right now it looks like you'll more than likely get Sony owned movies on a Sony device from a Sony download site. But will other studio play nice too with a rival studio (they haven't shown a willingness to do this in the past and we've always ended up with a format fight)? Right now, it's gearing up to have a box for certain A/V files and another box for other files, and yet another box... yadda yadda yadda.
There are no set industry standards yet... they may not even show up until some time this summer. Some have stated 2014 or 2015 for other UHD standards.
And then there is the problem you see now with iTunes and Amazon and Netflix and Vudu and the like... where the same content has differing compression qualities. Let's say Sony has a Disney movie on their UHD download site and you only have the Sony console. Great! But here comes Disney with their own UHD content that works on some other device... and it has even better A/V quality (even an object-oriented mix!) than the one offered by Sony. Now you have to buy some other device to see it.
It's the frickin' wild wild west played out on the internet!
I'm telling you that a universal standard UHD disc that has all the goodies for the video/audiophile community needs to happen.