It's too expensive.
Why have three models when one at a reasonable price would do.
Apart from that the Ultra is huge and not getting that good reviews.
Why they have to keep adding £50 to £100 each year is beyond me, but greed will get them in the end.
Same with their tellies, 65" model starts off at around £3500 and within 6 months it can be had for less than 2 grand.
Expect a fire sale soon folks!