[deleted] Because I know what camera their 7K scenes were shot with and the scale and color characteristics of their supposed native 8K scenes is unchanged from that*.
When the producers change camera the scale changes slightly because the newer camera usually doesn't have identical inter-lens distance to the old one. This is especially relevant between the camera they are upgrading from and the limited 8K camera options available.
Similarly, camera models have different sensors and different image processing and that results in the color characteristics of the captured image varying between the models. Sites never correct for this perfectly and I'm yet to see any site upgrade camera without a noticable shift in colors.
Additionally, they are now upscaling older scenes to 8K with some new method that admittedly looks a lot better than whatever method they were using for upscaling their 7K previously. Coincidence that they happen to start claiming scenes are natively shoot in 8K the very moment they introduce this new upscaling workflow? Nope.
Beyond all that, why wouldn't they tell porkies about this when it's so easy to convince customers who really don't know any better? I bet they could do regular, non-AI upscaling of 5K to 8K and people would still be like "wow 8k! the image is so crisp!" because of the placebo effect.
* It's possible that some of their lesser used production teams, e.g. their Spain-based team, are shooting in native 8K. Their main US-based team is not shooting in 8K.
