I think about it this way.
You want to make a console with a 4k target in mind, you don't want devs to be held back in any way. You analyze the latest games and where they suffer bottlenecks on currently available hardware. Then you make a console to have ample headroom on any given capabilities and even more where you identified bottlenecks with current offerings.
The console is released and marketed as a 4k beast. Then devs use the available resources to increase the number of applied shaders, and the definition of meshes, use more complex AA, shadow, and lighting strategies, and increase draw distance. This creates a context that you did not and could not test properly and as a result the system still struggles to it 4k.
Did you lie about the console being made for 4k?
Because this is what happens. Console manufacturers create systems that offer capabilities but they cannot control how those would be used. They could if they issued license agreements that force devs to hit those targets but that would be too restrictive.
Then you could say 'Then they should not market it as a 4k console'. But, just as with the above fictitious scenario, that was their genuine target, that's what they designed them to do and when marketing such a product they also have to use language that everyone understands.