It's not at all uncommon practice to re-badge a existing product, especially if it is used to create a finished product, delegating the one material into being only a "component".
This has happened before in AT screens, and is happening now involving Spandex, where a few EBay outlets are selling Spandex equipped screen kits and calling them "4K Acoustic Screens".
Elite is a off-shore brand, and components can be sourced from anywhere. Standard practice is to make something as inexpensively as possible that performs as good as possible, and price it as high as possible. Or....as low as possible, to grab market share, as so many knock-off products coming from off-shore are geared toward.
4K has become as much a catch phrase these days as did "HD" back in 2002-3. All it pertains to is having a ultra smooth surface that does not detract from high resolution imagery, something that has been firmly entrenched in the DIY psyche for quite a while now.