Why are we arguing semantics? Does it really matter if it's called a partnership or not. The fact is, Sony is bundling NTEK's Ultrafix in it's 4K TV's...that's all that matters. Other's will follow suit as NTEK's pps will follow. Volume then price increase. It's very easy to follow. From here we break .10...then back into the teens. We're off and running and those who don't jump on this train will surely be sorry as they look back on what they COULD have had.