Yup yup. I'm not even doing professional video and a big part of why I recently upgraded my workstation (an i7-6700K, 64GB of RAM, and a 980Ti) was that even consumer-level 4K video is an enormous pig. I probably over-bought for my own needs--though hey, now I might play Dwarf Fortress at a reasonable speed--but there's little enough headroom that the monstrosities bought for commercial video make so much more sense.