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They'd know if they say 4k60 and then it's not native it'll get ripped apart and they'd look stupid. If it's not, why say it.
Because it is Ubisoft? The "gameplay trailer" company... Besides, all developers/publishers need to big up the next gen games, which you won't do by saying 1440p60 or some arbitrary resolution/framerate combo.
I reckon 4K60 is going to be the tech hypespeak for a lot of games this gen, but I seriously doubt that many cross-gen titles will manage to run at native 4K @ 60fps on PS5/XsX with a high detail level, when it has taken until this latest gen (nVidia 30X0 series) to achieve the same on PC. And that is before we even start talking about ray tracing...