The main problem I have with the inability of the ATV to match native output of the source, is that every TV is different and has different requirements and needs. If Apple made the TV, then they could control the situation however they like. One issue for me are that my Sony 900E will not allow me to adjust the screen dimensions of a native 4K signal, so I cannot use the wide stretch or zoom feature, when in 4K. There are various other settings no longer available to me with a native 4K signal, with which I can otherwise fine tune a 1080p signal. Moreover, you may think the ATV 4K does a decent job at upscaling, but understand I paid a premium for one of the best upscaling TVs around, and therefore am taking a step backward unless I manually adjust it. Until Apple controls the entire experience, as with most of their other products, they need to offer the customer as many options as possible to adapt the technology to their particular TV.