Is there a technical reason why MS and Sony are pushing 4K at mostly 30fps as opposed to 1080p at 60fps?

4K seems to be the buzzword in console gaming at the moment, it's all MS or Sony are talking about however FPS isn't really focused on.

PC gamers appear to almost exclusively prefer 1080p 60fps over 4K at 30fps. 60fps is seen as the ideal target in PC gaming, but why is that not true for the newest consoles such as the PS4 Pro and Xbox One X?

What I'm wondering is if there's a technical reason why 4K is the current target in console gaming when we haven't seen many games consistently running 1080p at 60fps yet?

Edit: So seems as if the only reason is marketability, as opposed to any technical reason for the choice.

I'm wondering if we'll be given the option in any games to choose between 1080p at 60fps or 4K at 30fps if both are technically possible. Is this something they would do?