content: WTF are you talking about? The article is about monitors being sold as 1440p but using native 2160p panels and downscaling to 1440p. It has absolutely nothing to do with 4K content and they're not upscaling. This is a problem because the pixel ratio does not divide evenly. 2160p panels can downscale cleanly to 1080p, but to downscale 1440p requires interpolation/pixel averaging and looks like shit.