Rumors are already beginning to surface in the Sony and Microsoft camps, and while they are just stupid rumors, there is a large swath of the gaming community that jumps before they look. This leads to thousands, if not millions of people, completely uninformed. But I think when console companies straight up lie or provide half-truths, that says even more about how much humanity has the capacity to suck balls.
One rumor circulating mentions how the PS4 is going to support 4k resolutions. This already has uninformed idiots believing that teh grafix are going to out out-of-this-world. When Sony announced 1080P support, they had the PS3 fanboys laughing their asses off at the 360's comparitively puny support for 720P (before Microsofted updated this with a simple firmware tweak). What was the truth? The truth was that neither the PS3 nor the 360 could output natively at those resolutions without suffering ridiculous framerate hits. So the vast majority of all games today are natively rendered at 720P (or even lower), and simply upscaled to the HD resolution that the TV supports.
4K I hope is nothing more than a rumor, because I really don't want to see the industry devolve into a stupid numbers war that does nothing but hurt and confuse the consumer. Marketing is one thing, but forcing a video chip to include a spec that never gets used because its totally impractical is nothing short of misleading people.
There is a big difference between healthy competition, and lying & cheating.