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There's also some marketing/education aspects here. The camera industry has trained folks that more pixels is better (the ever increasing resolution of the camera sensors). So, when people see a TV with 4K resolution advertised versus a 1080 one (1/4 the "dots"), it must be better. Try to explain some of the other aspects of UHD to the average viewer that hasn't experienced them (HDR compared to SDR, Wide color gamut, higher frame rate and even higher quality audio (which might be more important than the video itself)) - and you'll likely be met with blank stares. Many industry studies have shown that increased dynamic range has a huge WOW factor, while higher resolution at normal screen sizes/viewing ranges doesn't.
So, the TV industry has learned to advertise 4K TVs instead of the other aspects.
BTW, with the advent of the NextGen TV (ATSC 3.0) which is now being broadcast in most of the country, all of the UHD features can be delivered over the air (and with no subscription cost)...
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