Nothing wrong with some healthy competition.
Is this really matching if they aren't upgrading existing purchases?
Wait so apple automatically upgraded your $20 HD movies to UHD?
I'd rather have Vudu cut prices because they have Dolby Vision and you're not forced to use a Chromecast Ultra to get HDR. (Frankly, I wish physical discs were $20.) What's the point of UHD w/o the HDR?
I just got Spider-Man: Homecoming from Vudu because they offered a free UHD upgrade for HDX pre-orders (I posted the front page deal at Slick Deaks for this) and because of the previous week's Walmart screw-up, I had $5 Vudu credit ready to roll. Nice, though the Extra+ setup they have for SMHC is stupid in stilts.
Until they upgrade existing purchases, I don't care.