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Kristof81 said:
4k will be the selling point of the next gen consoles. Not because it makes huge difference in graphics quality, but simply because it's catchy. It's much easier to sell 4K, native 4k, real 4k ... or whatever catchphrase manufacturers going to use, than 1440p, 60 frames per second or 10 ms response time. It's too technical. 4K is easy.

Agreed.  Its the easiest spec to market.  

Plus, we've all been conditioned to think about resolution over the last 15 years or so, since HDTVs became a mass market thing.