Upgrading an existing projector instead of having to buy a new one for the increased resolution is a pretty nice deal!
Christie's 2K projector is pretty slick, offering a better than 1080p resolution which gives you plenty of room for upgrades. That is, of course, unless 4K becomes the new standard, which it seems likely it will.
Folks with the Christie CP2230 - typically movie theaters, but almost certainly some very high-end home theaters - aren't completely out of luck. Instead of having to buy a new projector and getting stuck with old tech, they're able to upgrade to 4K.
Christie doesn't give a price for the new upgrade but it's almost certainly cheaper than buying new. They're also offering a credit to those who return the replaced 2K projector parts.