I meant HBO! I think GoT season 1 is the only season that's had a release at that res so far.
I was really hoping to get an HDR version of the "The long night", to address some of the banding and other visibility problems present in the episode, and maybe see a bit more of what went on. But there isn't one yet. So I watched it with the lights out so that my eyes adjusted :)
But yeah, you're probably right, NowTv has massive potential to undercut their main offering.
Between that and whatever magic my OLED tv was doing, it looked pretty good to me.
Just a shame they haven't released it all in 4K/UHD yet...