So... you can use nvidia GTX 680x+ cards (760+, and 900 series cards all) and you can drive a 4k desktop display via display port @60hz no problem.
It becomes a little more tricky via HDMI since none of the cards currently ship with HDMI 2 ports. However... Via HDMI it is possible still because nvidia uses chroma sub sampling to get enough data through to get the job done for most applications. For photography, I would argue that this isn't a suitable compromise and I use 4k @30hz to my 4k monitor(TV) via HDMI when doing photo editing. This ensures proper color translation.
With regards to gamers saying you need a Titan for 4k, that's really if you're playing games at 4k. I don't game at 4k (dual 680s) because I can only get 20 FPS on modern games and HDMI wouldn't work right anyway. I game at 1080. I do my day to day at 60hz 4k, and when editing photos I do 30hz @ 4k.
Display port alleviates this problem, and if you're using it then you can do all your desktop and editing @60hz and full 4k. 4k on a large screen is awesome for stuff like Lightroom.... Will never go back.