The problem is that the 4K generation of TV's is also the generation where physical media goes into decline. Besides, it's a lot quicker to use some extra bandwidth on your existing system than wait for a new 4K Blu Ray standard, and then wait for others to manufacture the players and discs. It's more of a proof-of-concept at this point than a serious, commercial venture.
By the way, Blu Ray was a bit late to the HD party, too.
C0deZer0Oc'D To Rhythm And PolicePremium
I fully expect there to be yet another BluRay standard. By count, there's already no less than five revisions of the standard for different things/reasons.
3.0 was basically made for effectively "BluRay audio" - music discs on BluRay. And of course, the only player out there that supports this standard is the PlayStation3. 3D BluRay is done in Profile 5.0 if I remember correctly.
Because, f*ck Sony