yeah, they hype about 4K is ... well, mostly hype. I'm not a saying it doesn't have a place, or that it doesn't have a future. clearly, it does.
but I'll weigh in as a typical consumer (DSLR-toting hobbyist photographer who mostly shoots video for family events/to record the kids growing up) and say that, frankly, I have essentially zero use for 4K in my everyday life. I think the thing that gets lost a lot of times when looking at spec sheets and everybody egging on each others' GAS is how this stuff really gets used.
what do you actually do with your videos? (again, not to you pros out there, to the laypeople that I suspect make up a significant portion of those claiming that Canon is dead/dying due to being behind the curve on 4K) for me, I have family spread out between the US Eastern shore, the US west coast, southeast asia, and China. 1080p stuff I can rapidly dump from a G7x to a cell phone and then upload onto multiple sharing apps, while we're still out on vacation, and not have to bring a laptop or even a tablet. there's rarely opportunities for everyone to get around a 65" 4K TV to view video of the kids ... and even if there were, I really don't think anyone would give a hoot if it was in 4K versus 1080p.
the other thing that people tout 4K over is the whole "have you SEEN a 4K TV and how awesome it looks?" the answer to that is, yes. I cruise my local Best Buy frequently to see goods in person before buying. the real question is, "have you stood at a realistic viewing distance and compared a reasonable-sized 4K TV against a 1080p TV simultaneously?"
because at any sort of reasonable viewing distance (over 8' based on a normal family room layout), on any sort of reasonable sized TV (60" or less) ... there's really not much between the two. contrast ratio, color depth, and motion clarity all matter WAY more than the slight uptick in resolution. 4K TVs look mindblowing from about 2' away like you view them when you're at Best Buy. put it in a realistic living room environment and there's not much to write home about. I recently had friends purchase a gigantic, top of the line, 75" 4K TV, and then come over and ask me how large my 6 year old, 55" 1080p Samsung TV was. having been to their house before, I knew exactly why they were asking. in my family room, the TV is about 9 feet away from the couches, but in their family room, it's easily 14 feet away. I told them they could have saved a lot of money by moving some furniture.
lastly, if I were to shoot 4K video more often ... now I gotta upgrade monitors. which means I need to upgrade my graphics card. which means I need a new power supply. and get more storage (even more if I want to maintain redundancy). not to mention the new TV. it adds up. I'm a gear-head as a much as the next guy, but I have to evaluate the cost of going 4K in terms of opportunity cost. do I get more benefit out of upgrading to 4K-capable or saving up for a 300mm f/2.8L II? do I get more benefit out of upgrading to 4K or being able to afford upgrading from my 5D Mk III to a new Mk IV when it gets released? do I get more benefit out of upgrading to 4K or spending that money on a really nice vacation with lots of great photo and video opportunities?
also, neuro - keep fighting the good fight, man. I'm always amazed at your endless patience playing the whack-a-mole game with folks who are just making up faux numbers and statistics and then drawing fanciful conclusions from them. spread that real knowledge!