They say that every generation though. I mean I can already name 2 current gen games a 3090 will barely do 4K60 at max settings--Detroit Become Human and RDR2. There's a reason why next gen consoles are targeting 4K30 for flagship games.Very true. You also need to look at what this generation of card does that previous ones could not. From the looks of it 4k gaming is going to be truly possible with a 3080 or 3090. We are also finally seeing HDMI 2.1 with from the info we have seen on Nvidia's side will be a full bandwidth implementation (check back when it is actually tested, but some of the underlying info they have released already backs that up).
AMD has not yet shown their hand, but I suspect we will at least see some form of hdmi 2.1 (not entirely clear if it will be full bandwidth since it doesn't seem like it will be on the PS5, as Sony has not shown any kind of interest of releasing a TV with full bandwidth either). But those are a supposed custom package, so it is possible AMD has a full bandwidth part as well. If they can get something that can play 4k at 60+fps for current games at high or ultra quality settings, then we might have an actual competition this generation. I don't see them competing against the 3090 in anything other than compute, but otherwise we might have a competition if it can perform as well as a 3080 (at least until Nvidia then pops the 3080 Ti).