These streaming services were always perceived as pioneers. They had introduced streaming and HD content long before others could widely deliver such materials. I think that it’s time to provide such option, especially that features like video stabilization are already there. Don’t expect everything from content producers. This situation is like with digital cameras and smartphones. The second one has already outstandend first thanks to not waiting for better optical lenses but just by harnessing algorithms. The future actually belongs to algorithms in all aspects because it helps out human being. This is monkey job which no one dreams about but alorithms. So waiting for first 4k materials done from SD content done outside the laboratories.

PS. Maybe it should be hardware or software codec run on client’s side.