Just got mine, review will come out soon after my review of the SONY VPL-VW1100ES :
Yes this is a joke and has nothing to do with homecinema neither native 4K
Here is the official Press release that I just received :
A prototype 4K-compatible projector will be on display. This prototype projector uses industry-first technology to shift pixels two-dimensionally in both horizontal and vertical directions, quadrupling the pixel density and projecting beautifully crisp 4K video signals offering solutions for events."