Finally, someone else shares my theory: ATV4 is capable of 4K output, needing just a software update to enable it.
From

's perspective, there's a lot more to 4K than just "support 4K", the whole ecosystem need be prepped: iTunes must have sufficient 4K content to bother offering it, enough other

devices need support it (though we're getting quite close to that tipping point), and everything else need be solid enough that throwing the "4K On" switch won't result in millions of devices crashing overnight.
Putting a big fat 4K-ready heat sink in the box is a much cheaper & palatable solution than a complete redesign involving a cooler-running processor. At $149
minimum, about twice the price of the

TV3 and much more than serious competitors (my FireTV stick was $19), price is a very sensitive issue.