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4K is not a scam but HDR is a much more noticeable feature that makes people say "oh wow look at that". Much of the '4K' content is not pure 4K. Alot of the supposed 4K UHD Blu rays wre finished on a 2K(1080P) digitial intermediates and then upscaled to 4K even though they were filmed in 4K(then downscaled to 1080P). This happened recently with The Martian(terrible movie) where it was shot on 5k, finished on a 2k digital intermediate and then upscaled to 4k for it's UHD 4K blu ray release:

http://www.blu-ray.com/movies/The-Martian-4K-Blu-ray/147430/

4K OLED TV with HDR... Not that is a BIG difference.