I ensure that the "small" people benefit from my consumption- the people who will actually benefit from my $10/$20/$50. But I also have to keep my comfort and ease in mind.
Some people don't care about 4K. Other people think they care about 4K but don't really know the difference.
They compress and screw up the video quality so much that even calling it 1080p is a stretch in my opinion
Most people have houses/screens too small for 4K to be visible anyway, though, so I guess it's easy to get away with providing such a crappy service
It's stupid because the majority of people don't realize and may be paying for the more expensive 4K option even though they're never getting that...