This thread is hilarious, watching everyone make mountains out of anthills (not even big enough to be a molehill). And I'm not sure what's meant by "canon dslrs cannot even shoot true 1080p", is that because they use 442242 compression instead of 442444 or 444224?
No, it is about the bad downscaling. The 1080p video files have a true sharpness that is a lot lower - closer to 700 lines of resolution or roughly what proper 720p is (and less than that HDTV's downscaled Full HD can display). Improved processing could no doubt get these cameras to deliver some extremely sharp 1080p video, and I think that is far more of a priority than 4K
Look at 1080p from a 5dmkIII side by side with 1080p from a Canon C100 and you will see what is meant by "canon dslrs cannot even shoot true 1080p."
You say that it all doesn't really matter because consumers just want to see flashy images - while I agree that audiences are often easily impressed, and that they have incredibly short attention spans - they are not the only people you have to impress. Clients, marketing managers, producers, broadcasters - all sorts of people along the production pipeline scrutinise your image quality to the highest degree, and if it doesn't pass their test, then your easily impressed audience will never get to see it anyway, which equates to lost income.
What If I said to you that most people are only viewing photos on the web at about 1200x800 pixels, therefore your DSLR's only need to shoot 1mp photos? Would you agree with that?
We can always use more resolution, for stills and video, and it is just a matter of finding the balance point between what is possible and what is necessary. At this stage, for most working professionals, proper 1080p is necessary, and for many consumers, who have bought the best TV they can afford, proper 1080p in these cameras will deliver a noticeable IQ difference at the ideal viewing distance. However, in the past 5 years Canon have not made any improvements to the soft video in their DSLR's.