Yup and for Eastenders and BBC news via terrestial TV, if you're not watching it in 1080p or above, you'd be better off with a plasma or a 1080p panel as upscaling there is only so much you can do.
So maybe the majority of the public would have a 4K HDR OLED TV wasted upon them if they're not going to watch 4K HDR content or at least high bitrate 1080p content.. or at least 1080p content.
Upscaling is simply very very processor intensive and very very difficult. People buy Lumagens, MADVR capable PCs to be able to upscale content properly. Nothing beats playing content on a native resolution display sadly.
I'm a firm believer that despite little differences in picture processing power of Sony, Panasonic, LG... at the end of the day, a low bitrate source which isn't at native resolution or at least 1080p looks utter balls on all of them, compared to a 1080p native good panel like a plasma.
Its a tech limitation. A £450 Sony HW40ES released 8-9 years ago projector deals better with native low bitrate content than a £2600 epson 9400.