Honestly, some people.
Granted, as the WSJ reports, the ITU last month "blessed applying the term (4G) to advanced 3G technologies." All that means is the standards group can't stop wireless carriers from making false claims, so why get into a fight over it? ITU no doubt has been dealing with exaggerating vendors ever since Western Union was calling its telegraph network 4G in the late 1870s. I'm sure it must get tiresome.
Eventually all the wireless carriers will offer real, honest-to-goodness 4G technology. And when they do, they'll call it 5G.
Chris Nerney writes about the business side of technology market strategies and trends, legal issues, leadership changes, mergers, venture capital, IPOs and technology stocks. Follow him on Twitter @ChrisNerney.