I see it more as an attempt to offer better quality to people with crappy ISPs as they expand to more countries. Previously, they would have seen a low-res Bojack, but now that Netflix can decide that a full HD encode of Bojack can fit in a smaller bitrate, those people will see a high-res Bojack. It might even be related to the T-Mobile announcement that allows people to watch Netflix without eating into their data caps as long as the bitrate is capped.