They will push this one because of its chip. As space requirement for every content will go by half irrespective of SD, HD, AND UHD. So with the same compression, they can given better PQ and AQ, so it is not just about UHD, it is also about moving to a new broadcast tech as that chip soon will be standard for all type of content as it can give better results even with same amount of compression (2 normal HD feeds space it will take only to show one 4K feed with this new chip).
I also think that for the mentioned price, it would be recorder as paying around 7k for just plain box will be far more expensive. Let us see ...