Maybe they are trying to split between theater for the high quality experience and streaming for everything else.
I know I am the minority so they won't be catering to me, but I loved UHD Blu Rays and have built a fun collection of movies. The video and sound have never been better.
Why? They'll plaster 4k all over it, and 95% of people are happy. The next 4% will consume no matter what. So why bother for that small percentage that cares?
(numbers are made up, but I bet 1% is high, most people eat what is in front of them)
Maybe Hollywood is over.