How is improving the specs of a standard a scam? It's not like a phone that entices people to buy them with new "features" of questionable utility. Cables are boring! Most people don't buy HDMI cables for fun; they probably only buy them when they get a new device or when an existing cable dies. And even then, who is going to shell out for an expensive version of a cable that they won't utilize its capabilities? Most people buy whatever is cheapest.
The audio improvements are more impressive than the video improvements but they’re niche
8k is a boring upgrade. We’ve officially reached the point where pixel density is like “well that looks better but only a little”. 1080p was dramatic, 4k was solid, 8k is eh
The audio improvements are really for people who have external sound processing and want ultra low latency. This is cool but again only impacts really niche use scenarios. They use the example of AVR and headphones. I will use the example of gaming with an avr and games that rely on on low latency sound like bemani/rhythm games.
I have an avr and playing rhythm games on it requires calibration every time, and often changing settings about muting player sounds so I don’t disorient myself with sounds that are triggered late by my own playing. The game I’m currently into shows an audio delay of just over .1ms with the calibration tool, mostly imperceptible for media watching and playing easy songs but a nightmare on hard difficulties.
Certainly not worth upgrading my tv, avr, and cabling though