The on-device TV demos and Sony's 'core' 4k streaming service
>Nothing streaming at typical cable bitrates is worthy of being called "UHD," let alone "4K."
I agree! However, by that same token, 1080p streams aren't really 1080p. A not-actually-4k stream still looks dramatically better than a not-actually-1080p stream.
On a good TV, 4k really is impressive.