Much of what people watch is not 4K. Broadcast television, most streaming at standard subscription tiers, and everything on physical media older than a decade is 1080p or less, upscaled by the projector or the streamer. A good projector's upscaling matters more, day to day, than its native pixel count — which is why the picture-processing silicon in the Sony and JVC models is a selling point in its own right.
Where 4K content genuinely shows up is 4K Blu-ray, the top streaming tiers, and modern consoles. If the sources are mostly there, resolution is worth paying for. If the household mostly watches 1080p streams, put the money into contrast and brightness and let the projector upscale.