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Penello has a point. You have this new technology and you can show it only to those who already have it. It's quite difficult to advertise in that sense. Also 4K and HDR are really new in this industry maybe except on the PC side. Until Xbox One S released no console was upscaling to 4K or had HDR content. So yeah really it's fairly new.

As for taking jabs, I think we just need to report those who can't refrain themselves from "making fun" just because they feel like doing it. Mods are not always present and it shows.