Turning in circles here :)
Your problem seems to be semantics. Both Sony & Microsoft - as the only console platform holders with a 4K console - refer to "4K" when talking about a 2160p frame buffer that gets achieved natively, with checkerboard or dynamically. Gears 5 nor games like God of War ever got advertised as "native 4K" but instead focus on the marketing language I gave you two links about above. When they have a native 4K game -
they advertise it like that. Whether or not you agree with that marketing language is a different story, but this factually doesn't make their claims wrong, as they've openly clarified what they mean when talking about 4K rendering - something that is common for the industry.
On a personal level, I agree making a more transparent differentiation between the 4K rendering methods makes sense for hardcore enthusiasts, but it's too late for that into the gen and it doesn't make too much sense to do so in marketing.