How do you turn the settings up on a console? Your talking PC right?
Well, I would assume by next gen, that the big 3 will give you options to tweak with. You already have the option to tweak with motion blur, CA and Depth of field (very few games mind you).
Next gen should absolutely give you, the consumer, the option to tweak with settings, but if they cannot, they should allow devs to tweak the settings of the games themselves, to make sure it plays at 1440 60fps+, rather than faux 4k 30fps.
CGI knows what he's saying, and so do other analysts in the industry when it comes to the differences between 4k and 1440p.