I'm not really convinced by this argument.
Isn't the actual issue that SDR content tends to be mapped so that 0 is the darkest colour the TV can display and 1.0 is the brightest colour the TV can display?
When an HDR signal comes along, then of course the brightest element it can display isn't any brighter than 1.0 was in the SDR image. This has the effect of the scene being overall darker in order to give more headroom for brighter elements to be brighter.
But what is the other option? Have SDR content be dimmer than what the HDR monitor would otherwise be capable of displaying? I doubt you will get as many sales as your competition with that approach because the TV that renders SDR as bright as it can will always look better.
(I do understand that there are some caveats relating to the fact that max brightness is different depending on the amount of the screen covered in brightness, but I don't think it's actually relevant to this argument overall)