I just saw the UltraHD Sony set at Best Buy and wow was it pretty to look at. It shows how messed up this industry is that they have to list it as 4K UltraHD with an asterisk saying 3840 x 2160. Going to be so confusing for the lay person, I understand the need to make it 16:9
The marketed specifications used by this industry are a joke. The public *barely* understands that 1080 is the vertical resolution. Then they throw "4K" out there which one would rightly assume is a vertical resolution as well. And if THAT weren't enough, we're now trying out ever more acronyms, because as everyone already knows, that ALWAYS makes things clearer.