Ok so compared to the Thor version sold for £50 this cable made by technicolor licenced under philips and seems to do the same job at a fraction of the cost. Argos currently have it listed as a hdmi cable on there ebay outlet however it is a true usb powered 4k upscaller (30 fps only).
Basically for people not so tech savy this cable will upscale your standard 720p or 1080p equipment such as sky and freesat ect and output the picture into a 4k resolution. you will however need a 4k TV to see the benefit.
This will not give you the true 4k quality that you would get native however as hardly any tv is broadcasted in 4k this is the best we will get for a long while.
40% is taken off the price at checkout!
Hopefully they have plenty left as this is a silly price!