What they're thinking is the competition is wide open and outside the broadcast hdtv box. GoPro Hero3 Black is a 4K capable camera and Canon EOS-1D C has 4K capability (4096x2160; aspect ratio 256:135). RED Cameras have aspect ratios of 2.33:1, 2.44:1, 2:1 as well as 1.78:1 (16:9). Another camera manufacturer is using 5K @ 1.9:1 and 2.4:1.
2K, 3K, 4K+ video is making inroads into the consumer market. Even YouTube allows a max resolution greater than HD (possibly up to 4K -- it was 4K, scaled back to 2K and may be up to 4K again, I'm not sure of the current status.)
3840x2160 is 16:9, but 4096x2048 is 2:1 and the last one, 4096x3112 is 4:3 (all square pixel formats).
So there are a wide variety of high definition formats and there will be more coming. Only the broadcast standard is 1920x1080 or 1280x720 (16:9) for HD content (for now). 4K monitors are already in production. There are no specific rules for any other type of displays (projectors, or simply "players" as the case may be.) About the only recommendation for video formats destined to hardware displays is that the horizontal dimension be evenly divisible by 16 so that the bits (pixels) fit within a "word" [a 2-byte grouping commonly referred to as a "short integer"] (and a quick check of formats verifies that they are conformant: 640 is 40 "words"; 720 is 45; 1920 is 120, etc.) (The explanation for the why of that is more complicated than interesting…)
With the new iPhones shooting 1080 -- there are going to be a lot of videos shot at 1080x1920 (vertical orientation - LOL). It's HD... but not 16:9. 1080 horizontal also does not line up evenly in 16 bit words, so there won't be any 1080x1920 monitors...
I suppose it could be argued that 2K, 4K, etc... might not be considered HD based on their "non-standard" format and different intended target displays (cinematic), but they can however be used within FCPX for broadcast HD. Their various display aspect ratios are going to be problematic for some users, but that doesn't mean they shouldn't use them.