Sure. But as someone who has owned several Ultrasharp monitors, I don't feel that it would hurt their brand to come up with a different differentiator for 4K m

Sure. But as someone who has owned several Ultrasharp monitors, I don't feel that it would hurt their brand to come up with a different differentiator for 4K monitors. The brand is Dell, not Ultrasharp. I can almost guarantee that anyone who even knows what Ultrasharp means would be the kind of people to research the specs of a monitor before buying it anyway. So maintaining that 'brand' across all their high-end monitors just doesn't seem necessary.