When connected to your fancy 4K TV, the chord promises to up-convert HD content from your cable box or Blu-ray player to Technicolor-certified 4K Ultra HD.

I think I would rather use an AVR that up-converts- at least the conversion could be turned off and if a firmware update is needed, it's not a matter of replacing an expensive cable. Until Monoprice starts making them, when they'll be $14.95.

"...integrators like it because it just, plain works".