I would have very much liked for it to play UHD BR. They already have all the necessary decoding hard/software in it, HDMI2.0a with HDCP2.2 support. All that's missing was the proper drive.
I am not buying a huge number of BR disks, but there are a couple of movies I might have bought. After all they are currently the only format to properly use UHD TVs (that is if you have one with 10bit panel, HDR and DCI-P3 coverage).
Not buying a standalone player just now for the price of a PS4.
But I can understand why they did it. Most likely taking already a loss on the console: adding the proper drive would eat too much into the bottom line or increase the sales price to a point where people wouldn't buy the console. Most likely also the reason why there are no game bundles.
Plus, it's not like they need to convince people to support their format over a competitor's this time around.
Now, I didn't own a PS4 up until now. If I did, the inclusion of an UHD BR might have gotten me to switch. But since there's no money to be made from people who already bought a console subsidised by Sony that can play all the games they recover that subsidy... no point in subsidising a second one.
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