Xbox One X had had a very strange PR cycle. Twice as long as fully new platform likes Xbox One and PS4, but seemingly at the cost of monthly Xbox One sales. Now it is out, Xbox One S is super affordable, and they're still getting outsold. The push to 4K as a mainstream viewing option is slow as molasses compared to 1080p. I have a 4K TV and Comcast doesn't seem like they're going to upgrade over 1080p very soon. 4K movie selection in stores is pretty modest. The prices on TVs have become great, but its like the attending content push is ultra half assed at this point. It isn't 3D TV levels of WTF, but it has never seemed like the smartest thing to hitch your wagon to, either.
Most sports leagues are still pushing just 720p, give me a 4k superbowl or ncaa championship option before i invest in a good 4k tv