Companies wouldn't have to deal with all this "4K" bullshit if it hadn't become mainstream.
4K is unnecessary.
CRT tech and its standardized SD resolution has been around for 100 years, then LCDs and FULL HD became popular. Instead of just being content with it and make it another worldwide standard, just years after it became widespread, stupid TV manufacturer marketing succeeded in making consumer sheep believe, they need 4K, eventhough they probably don't even see a difference at normal viewing distances.
HD and 4K isn't much of a difference at normal viewing distances and rendering at native 4K is such a stupid waste of resources, it's idiotic. That's exactly why AI Ucscaling has become so relevant.
4K is bad for gaming. Why waste so many resources on something that has so little perceivable gain?
Yet, 4K is here to stay and will probably become the next longer lasting resolution standard, because even the dumbest consumer sheep won't fall for the 8k meme.
DLSS and similar upscaling techniques are the perfect solution for this dilemma: keeping native rendering at 1080p, therefore allowing for more affordable hardware, but still catering to the general public who've widespread adopted 4K.