This.
It's called segmentation. Anyone willing to watch 4K Bluray movies would not buy a slim el-cheapo console to do it, if anything they'd get the bigger, more capable console.
Heck, even I, the biggest movie geek I know, stopped renting Bluray discs as it's just a pain in the ass. Let alone buying them. My heart bleeds as I know the quality is not the same (and thank god I still haven't seen a 4K Bluray movie in action, this really helps) but when the time comes, my source of 4K content will be through online providers. Just like now with 1080p content.