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I know this article is a year old, but this is something a lot of people aren't aware of, and the changes in royalties paid for H.265 encoding/decoding should explain why 4K is having a difficult time adapting.
http://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=94308
http://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=94308