Re: support 4k?
The more shopping channels they can squeeze in the better, from their point of view. Also, anyone who complains is required to do so by telephone, whereupon they can be advised to solve the problem by upgrading.
I hate to imagine the quality of current SD broadcasts from Sky. I have to imagine as I switched to Freesat HD after 12 months, as planned, and now had the dish I needed. Freeview was not an option where I live at the time.
Many people are persuaded to believe that it's digital, so it must be high quality. Few people understand that with analogue, the transmission quality was fixed at quite a high quality standard (for SD), and that the reception was potentially dodgy. With digital, it's essentially the other way around.