why does it say “true 4k” if it is not “native 4k”? This an advertising gimmick to trick people?

Dear Optoma Customer,

The UHD35 projector is native 3840x2160p which is 4k UHD. If you have any further questions, please contact Optoma technical support at 888-289-6786 Monday – Friday 6 AM – 5 PM PST for further assistance.