Yep. Because it's trivial to make 4k displays these days (a friend working with the CE manufacturers said it's now down to about $50 extra for a 50" 4k vs 1080p display). But creating and distributing 4k content is a completely different story (will require H.265 encoder that no one supports yet, and even with that take 2x the bitrate).
In any case, from what I have heard HDR (increased bit depth for higher dynamic range) content will have a MUCH bigger impact on perceived video quality than 4k. 1080p HDR takes fewer bits than 4k, and for 90% of the home market the size and distance setup for TVs means no one can even make out the extra resolution anyway. Problem is HDR is a much bigger hardware change for displays than 4k LCD panels...