You do know that Nvidia was pushing the 900 series as 4k capable way before AMD even released the Fury X and look at how that turned out. You need SLI to even get decent frames. You can say they adopted too early. They just want to stay competitive and in this day and age you can't really do that unless you market the newest thing. 4k is the newest thing. People want the latest and greatest. There are some willing to pay the price for it. Even if it is a large sum of money.