So, your assumption is false, as well as the thread title's claim that it is a scam. There are flaws with the new apple tv, but they are not what you are claiming them to be...
The ATV 4k is displaying true 4k HDR content, provided you have a TV that supports HDR/DV, the right cables, set your input to support HDR, and are connected to a solid wifi connection or eth cable. The problem is that the set is displaying everything in HDR mode (if you set it to HDR). This results in regular content being processed into faux HDR. However, this does not affect actual HDR content or DV Content. Furthermore, it is absolutely possible for a box to detect the appropriate stream to pull from either iTunes, Netflix, etc. As those content suppliers detect if the user device is capable of HDR, 4K, etc.