The native 4K stuff is GORGEOUS. The cityscapes where the point out the cars in the distance, or those gorgeous natural vistas? They're great. Of course, I don't think those come with the TVs.
The 4K content, that's the big problem. One is that every company wants to make their own proprietary player, so you can only see Samsung movies on Samsung TVs, Panasonic movies on Panasonic TVs... it's stupid anti-consumer bullsh*t that'll kill this tech in the cradle. It's like your digital copies on overdrive: you buy a DVD and you get a little code to download a digital file, but you can only have it on a certain number of devices, in one quality, in one piece, etc. Meanwhile, if you take the DVD and rip it yourself, you can make it any size, any quality, with any codec, put it on any device any number of times, cut it apart, piece it together, play with it, etc. That's what makes Netflix so great, it's ubiquitous on any number of devices, from your TV to your laptop to your iPad to your phone... heck, I bet you'd be able to get it on your watch soon enough. What about 4K? If you get a 4K disc, is it backwards compatible to play on regular blu-ray players? Will it come with a blu-ray and DVD as well, or just a DVD? How many discs will we need for ONE movie? How much will that cost? Or will it just come with a digital copy that can play on your other devices under the right circumstances? How long until those discs rot?
Maybe it'll just be downloads. Okay, how long does it take to download a 4K movie? How much disc space will that take? How quickly will you run out? How much of your monthly bandwidth will that take? What about streaming? Netflix is starting to do that with some of their own content, but again... how much bandwidth does that take? Hell, they don't even do 1080p right a lot of the time! And the cable companies have the internet so choked tight already that we won't be able to get much of any 4K streaming in unless things change. In the interim, showing 1080p (or 1440p) content on a big 4K screen will show us all these imperfections, just like watching a DVD compared to a blu-ray, or a VHS compared to a DVD (or VHS to Blu-Ray, whichever is more accurate). I'm REALLY curious to know what VHS, DVD, and TV look like at that level scale, I wish they would show that in the demo as well, I know the new stuff will look good once it becomes common enough, but what about all the OLD stuff?