Will it remind you of the rocky content road waaaaay back when HDTV was new, ands you had to struggle for new things to watch? Yup.
The difference there is, HDTV was obviously, indisputably better than standard definition TV broadcasts, and everyone knew it from the start. 4K is much less of a leapfrog over HDTV than that was. So there's going to be a harder time getting people to switch.
As for DirecTV: I didn't know about that. If this keeps up (and doesn't fold, like I believe ESPN's 3D channel did), then more power to 'em, I guess.

Is it realistic to expect cable systems to carry 4K? Is there even enough bandwidth?