I understood also you were talking about that consumerist attitude… mainly induced by smart marketing tactics
In my case I hesitated a lot, talking to myself if saving 150€ was more practical than investing in a gadget that will be not different than the other Pro Plus model.
But for most cases, Ultra has inputs that were demanded on their forums by lots of audiophiles: ARC input, usb output, sub dedicated output…
The company doesn’t present typical “Apple” profile with aggressive marketing (where they sold the same computer or smartphone again and again with usefulness improvements).
Finally I found justified the extra money, by rational reasons, and perhaps a little bit of “happy new product” irrational component.