via The Verge. Sony:
Just a quick note to let you know that as a leader at the forefront of new display technology such as HD, 3D and beyond, Sony lauds the CEAâ€™s efforts to come up with a common language to describe the next generation high-definition technology. However, to ensure clarity for consumers and delineate between todayâ€™s and tomorrowâ€™s technology, Sony will continue to use the 4K moniker for its products and will market its future products as 4K ultra high-definition (4K UHD).
CEA wants UHD. Sony prefers 4K. Consensus driven Sony brings the two together: 4K UHD. Diplomatic, yes. But folks will call 4K simply 4K.