Unpopular Opinion
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I'm convinced that part of the reason of this over processing is because of streaming. You can compress a movie or show far FAR more when colors are smooth and uniform (I know this from compressing multiple hundreds of movies and TV shows). So now that everyone is "streaming all the things" they have to look for ways to get 4k out the door and to the normal consumer who might only have 100mb internet.
Edit: not defending it, just sharing my observations as a media enthusiast.
That's interesting and seems plausible. Thanks for sharing.
They do this like YouTube does by scaling the resolution based on your connection speed.
Though they do compress all resolutions to a fraction of their full bitrate regardless of the service or speed because ISPs are greedy fucks.
I'm mean, they are both methods to do the same thing (get smaller sized videos) and it doesn't have to be one of the other, both can be used. With better compression you can stream higher resolution.