In the stores, they play content at 60FPS, making the TV look smoother than your TV at home, therefore making your brain perceive it as higher quality due to the fact that you've probably never seen video recorded in 120 FPS played back at 60 FPS (which is what generally gives it that crisp motionblur). So despite what any rep tells you, no, that's not "just how 4k looks", like always it's part of their trick to get you to spend more money.

3/3