I hope that company put more work into their product than they did into their copy writing:
Ultra HD is incredible quality and there are millions of hours of Ultra HD content that’s been generated over the last 100 years locked up in 35mm film that is stored in vaults worldwide! The new Cintel scanner will scan negative and positive 35mm film into amazing quality Ultra HD and you can unlock the extra resolution from 35mm film that no one has been able to see until now!
Yecch.