Could very well be. People have complained about iTunes 4K streams even before MA. I think the way Apple has handled 4K has been bad. It was great to offer all these "free upgrades". But when you have movies not stream in 4K - or show 4K one day and HD the next....it makes me have less faith in the platform. For what's it's worth....Vudu has always been excellent with 4K. And they allow clear distinction on what you are getting and allow you to change.
Yeah, VUDU needs to update their Apple TV app to support UHD.