@ David – I understand the point your are making with your statement.
However, I feel it is wrong on Apple’s part to mislead consumers. Let me give you a comparable situation. When shopping for diamonds, one cannot normally distinguish the difference in clarity, color (cut & carat should be easy to see). We rely on the appraisal and certification to be accurate. Apple’s ‘full import’ should live up to the same standard. Why does it matter? When I wrote contracts for some of my projects, I told my client that I record in 1920×1080 and provide the same in the final format.