With the Ultra HD Forum folding into the Streaming Video Technology Alliance (SVTA), questions are being raised around whether there is still any future in pushing resolution beyond HD—or if entertainment has already hit the point of diminishing returns. A fitting panel discussion at IBC 2025, hosted by the IET Media Network (the IET is one of six owners of IBC), towed the line between technical challenges and philosophical observations. The visual experience, argued several panelists, has always been a blend of physiology, psychology, engineering, and commerce—and the latter may now be the biggest limiting factor of all. Chris Johns, former Chief Engineer at Sky, made no effort to sugarcoat the current state of play. “Quality is king,” he declared,…