I'm sure the A/V industry will try to force 8K on consumers because simply because it's easy to market. Likewise, streaming providers will need an easily-understandable marketing pretext to incentivize consumers to upgrade to new TVs and streaming boxes capable of decoding AV1, which promises save streamers a lot on bandwidth, licensing, and storage costs, even if the vast majority of their AV1 content will never be in 8K.