What I take away is Sohaltang will not accept anything but the settings pegged on max. It is a common way of thought, but the reality is, games are only slightly less good looking at reduced settings. People spend tons of money trying to make 1080p games play at ulra maxed out on things like The Witcher 2, because they are unwilling to turn off Ubersampling.
I personally think this mentality is not meant for PC gaming. PC games are not intended to be played at maxed out settings. The recommended PC spec's for most games, cannot net you maxed out settings. PC settings are simply a set of possible choices to allow the user to self optimize the game. Some settings give hardly any visual improvements at huge costs to FPS. You pick and choose, and some choose higher resolutions as their choice of settings. Others choose super FPS, while others choose to turn on DoF, Ubersampling and what ever else they desire.
4k gives you an improvement that is not given with maxed out settings on a 1080p screen. That resolution may be better than Ubersampling is to them (and likely to anyone, in this case).
It is a person choice.
I personally will not be going to 4k, because I require 80+ FPS in most games to be content. I also wonder if G-sync might help with that. I'll likely end up going for a 1440p 120hz G-sync monitor my next purchase, but most people don't require 80+ FPS. Most people don't require to see maxed out in the video settings either. I've learned that modern games look better at high settings than Ultra, because I can hardly see a difference in visuals, but high gives me smoother frames, which matter more to me.