You're looking for HDR which is a far more expensive and still premium technology version of 4K, since that's currently the thing competing against other 4K and buying a non HDR TV makes little sense if you've been waiting to buy a 4K tv in the first place, especially the significant lack of content for 4K and the need for a 4K version of bluray player too.

If I recall the best comparison for this would be 720p and 1080p when they competed against one another during 2009 - 2011 and most people ended up buying 720p rather than 1080p due to the easier affordability, despite 1080p quickly becoming the standard and thus 720p people lacking out.

It's not the time to buy 4K unless you've literally got money to burn. You could argue it's the time to buy a 4K monitor but that too is really reliant on your hardware and your budget.

And let's not even factor in the revolution of curved tv's which add even more money to the price though I admit if you buy a 4K HDR tv and can afford it then the curved TV's are the way to go by far.

The current low end cost 4K tv's which refer to HDR but don't have HDR tech but instead have UHD tech are the equivalent of those black friday tv's that are never really that good to begin with but yes are a tv. It's somewhat surprising they're trying to push those so there must be a stockpile.