Yes, the user will have to pick the antenna appropriate for their situation. If your antenna didn't receive UHF before, it will need to now. But there is nothing new here. You had to pick the antenna appropriate for your situation when the stations were analog as well.
Like I said before:
"Just look up your local stations and pick an antenna based on band(s) and distance."
I guess I could add pick it based on direction as well.
In my case, all of the transmitters were in the same general direction and they were nearby. So, I used low gain antennas with a broad reception path.
I don't think the power reductions are much of a factor. And yes, the maximum effective radiated power has been reduced. For example, on UHF from 5000kW to 1000kW. But that is 5000kW pep vs 1000kW avg. So, that difference is much smaller than it looks on first inspection.
Even with my low gain antennas, I am astounded at the stations I can pick up. Any loss in broadcaster output power seems to be more than made up in the reduced signal to noise ratio requirements.
It is true that in fringe conditions you will probably get a good picture or no picture. Where with analog you might have gotten a noisy but usable picture.
Concerning preamps. if you buy a good preamplifier (mine is a winegard that is mounted up at the antenna) it really can help. My favorite channel changed from unwatchable to a good rock solid picture.
My problem with the marketing is the following:
Companies market these antennas implying there is something different about digital TV signals and the newer antennas are designed for these differences. But, the reality is that the radio signal really doesn't care whether the antenna was marketed as a digital TV antenna or not. The antenna is designed to capture radio waves and it does. The radio waves themselves are no different than before. It is the information that they carry that has changed.