I believe he is referring to the marketing launch. There is going to be a major 4k push this spring by manufactorers such as Sony, LG, Panasonic, Hisense etc. and big box retailers as the 2015 models are realeased. NanoTech is timing their marketing blitz to coincide with their increased availability and consumer demand for the millions of additional 4k TVS, set top boxes and handhelds entering the market. They are also aligning this with the the drop of major content news re the "3 month exclusive titles." Trying to get the most bang for their advertising buck. imo