A 4K TV is only useful with a 4K bluray player. A 4K Apple TV is non-sensical purely by what a 4K stream would actually be: a compressed mess. If you look at 1080P over the air on a 1080P TV and compare it to a compressed 1080P cable stream then you'll freak out. Now imagine that same compressed 4K stream playing live. It'll be like watching video over a model again!
Not sure what options are in the US. In the UK my ISP (BT) does 4k sport, from the camera to the TV (yes it is compressed). It is way above quality for a 1080i presentation, as you would expect but they have got it to the TV in good order. It is very good and very 4K. I believe they peg the rate at 22mb/s. Their TV product does not count to download usage though.
Netflix, 4k vs HD, there is a noticeable difference. I have three devices with the Netflix app and Marco Polo as an example (there are others), it would only show up as HD on one device so I could check, that and a few other titles. However, as you say, it is compressed but the end result is defiantly 4K and watchable.
But you are right in that a dedicated 4k player is the best, the pictures from a full fat 4k are stunning (arguments for source material aside and stick to 4k min). However if a stream of 4k will get a good result and all things considered, I would probably go for it (few caveats). Compression is not just about making it small, it is about fooling the eye and when that is pulled off well, it works, especially when the end resolution is still noticeable as 4k and a decent picture.
With this offering, quality wise or me, the acid test will be seeing it in action on a good panel at the shop. The final clincher, the pricing structure. Who knows, it might be awful. See what happens next week.
