It is interesting that this and other 4k2k video codec chips are all described as supporting the HEVC/H.265 codec, but no company mentions Google's competing royalty free VP9 codec (that I could find).
It certainly seems that Google has already lost this war. Has Google not convinced a single chip company to support their standard?
And even if they've convinced one, if every chip supports the HEVC standard, and one or two chips also support the VP9 standard, which standard do you think broadcasters are going to use? The one that reaches every customer.